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Pearl Yard Bermondsey: Selling a Lifestyle Before the Building Existed
See how we generated 300k+ views and 10.7k website clicks by selling the Bermondsey lifestyle before Pearl Yard was fully built.
184k+
views from a single influencer partnership
£0.06
CPC on boosted content
10.7k+
link clicks driven to the site
The Brief
Greystar was building Pearl Yard Bermondsey, a new luxury built-to-rent development in Bermondsey, London, and needed a way to get people excited about living there long before anyone actually could.
The Plan
As buildings were going up in phases, the site was still part of the construction zone, and would be for a few years, the amenities weren’t open yet, and there was nothing polished to point a camera at. Greystar wanted an organic Instagram and TikTok strategy that could build genuine awareness and desire for the property in that in-between period before we had the buildings to show how amazing the property was going to be.
You can’t sell a building that isn’t there yet, so we didn’t try. Instead we sold the area around it. We built out content that mixed glimpses of the property with the real texture of life in Bermondsey, the food, the culture, the pace of the neighbourhood, so people could picture themselves living there even before the first building was even finished
To give that story more reach and more credibility, as the first building opened its doors we brought in two influencers to visit Pearl Yard Bermondsey and the surrounding Bermondsey area to create content around both the location and what the property would offer both now and in the future.
Spotlight Campaigns
Collaboration with @jesslouiseellis
One of our influencers, Jessie, created content that instantly became the standout. Her coverage pulled in 184k views on Instagram with 3.7k engagements, plus 91k views on TikTok, 10k on Facebook and 9k on YouTube. We boosted her content for a month to push people toward the website, and even with a heavier spend, it returned over 8.5k link clicks at £0.06 CPC (industry standard usually sits around £0.30)
Collaboration with @rosi.walden
Rosi’s Instagram Reel brought in 42k views and 149 engagements. A shorter boost period still delivered 2,181 link clicks at £0.10 CPC.
the results
Across both partnerships, the campaign generated well over 300k views and more than 10,700 link clicks to a website for a property that, for most of the campaign, people couldn’t even move into yet.
Why It Worked
Community-led content gave people a reason to care about Pearl Yard Bermondsey before there was a finished building to show them. Leading with Bermondsey itself, rather than the property, meant the campaign was showing people a neighbourhood they’d want to live in. The influencer partnerships added a layer of trust that brand-only content couldn’t, and Jessie’s stronger organic performance across every channel translated directly into a lower CPC once paid spend was added.
