Case Study: How WeWork drove awareness about its centers through Hyperlocal Advertising

WeWork case study

The Product

WeWork is a popular New York-based co-working space company that entered India in 2017 and has offices in Mumbai, Bangalore, Delhi NCR, Hyderabad, and Pune. WeWork helps enterprises, small scale companies and freelancers with numerous services apart from office space like healthcare, HR, networking, etc. 

Objective

  • Drive awareness about WeWork shared office space centers 
  • Encourage potential customers to contact or visit the nearest WeWork centers

Target Audience

  • Entrepreneurs and small-scale companies. 
  • Freelancers 

Geography

  • Bangalore, Mumbai, Delhi 

Challenge

  • Reach out to the relevant set of audience (entrepreneurs/small-sized companies and freelancers) in the selected locations and ensure maximum reach with minimum wastage. 

Approach

  • Select advertising platforms that are mostly used by the business professionals
  • Target areas near WeWork offices as well as those with a high concentration of startups and small businesses

Solution

The challenge was to identify the relevant platforms to reach out to the target audience ie, business owners, decision-makers and freelancers in the areas where WeWork centers were present. Thus, the approach required a niche as well as a hyperlocal approach. Based on our  experience and past campaign performance, the following platforms were suggested:

  1. Business Newspapers  Business newspapers are one of the most common and popular media among business professionals and freelancers because a majority of them read newspapers as a habit to keep themselves updated about the industry. Also, the engagement rate is high. 
  1. Hoarding– Hoardings were placed in prominent areas with a lot of commercial activities and high visibility, close to the We Work offices. This helped in creating awareness as well as encourage inquiries and footfalls. 
  1. SMS– SMS advertising is one of the most effective ways to initiate a one to one communication with the audience. By targeting a database of business professionals present in the selected geography, the brand was able to increase inquiries. 

Campaign Execution

Here are some of the eye-catching and informative print designs that WeWork came up with:

SMS Marketing Campaign-

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