Hamptons, Humanising a Heritage Brand
80% reduction in cost per lead and renewed brand relevance through culture-led transformation
The Challenge
Hamptons, a luxury real estate brand with deep heritage, needed to reestablish trust and relevance in a rapidly evolving property market. With increased consumer skepticism and digitally savvy buyers, the brand had to modernize its tone, channels, and content—without losing its premium positioning.
Our Approach
- Cultural + Consumer Audit – We began by mapping the cultural landscape and diving deep into property buyer sentiment—analyzing creator behavior, online communities, and the emotional tension around home-buying.
- Strategy-Led Brand Refresh – From there, we developed an integrated, culture-first social strategy—anchored in trust, emotion, and modern lifestyle content. The brand evolved from corporate to conversational.
- “Home Experts” Platform – In September 2022, we launched the reimagined “Home Experts” brand platform—bringing Hamptons’ expertise to life across digital, paid, experiential, and creator campaigns.
The results
- 80% reduction in cost per lead
- Increased engagement across all social platforms
- Modernised brand presence without compromising heritage
- Multi-platform rollout: content, paid, influencer, and B2B
- Greater alignment between marketing, sales, and brand teams
Why it worked
By grounding strategy in real human insight—not just data—we helped Hamptons rebuild credibility and warmth. The brand moved from transactional to transformational, from corporate to culture-aware, resulting in better performance and deeper trust.
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