When Sequoia Equities, a small West Coast–based multifamily property management company, was in search of a new marketing campaign to increase its brand awareness, it leaned heavily into the emotional appeal by telling a story that felt moving, yet familiar to viewers.
By posing a question to potential renters—“can you imagine yourself making memories here?”—the firm’s “Life’s Moments Happen” promotion was born. Specifically, one that focuses on life’s moments, both big and small, that happen in their apartments.
Aside from brand awareness, the Sequoia team set out to increase its overall website traffic, as well as increase following and engagement across its social media channels.
Sequoia partnered with Open Light Films to bring their vision to life in a cinematic video format. The short story portrays life through the lens of a newly adult female, who is leaving home for the first time to attend college. As she prepares to set out on her journey, she takes one last look at the place she has called home for many years and the moments that led to this one.
Once the video was complete, Sequoia launched the video as paid media on Hulu, YouTube, Instagram, Facebook, and TikTok, driving viewers to the company’s website to explore the apartment communities and get familiar with the brand. The firm ran a digital advertising campaign with Google Ads, retargeting ads, and an email campaign with the same call to action.
In addition, Sequoia ran a social media-based contest. The firm asked users to share their favorite memories that happened in their Sequoia home for a chance to win cash prizes.
Sequoia generated over 800,000 total views across all channels, exceeding 1 million impressions. It also had 250,000 total engagements driving viewers to its website’s landing page, and communities had an increase in quality leads, with a 31% increase in gross leases year over year.
