Social media revitalizes iconic Texas bread brand
Mrs Baird’s® Bread
Founded in 2017 by Aspens Senior Living – a developer with independent living facilities in Dallas-Fort Worth, Raleigh and Phoenix – The Aspens at Wade Park is a stylish, modern community for independent active adults in Frisco, Texas (now operating as Overture Frisco under the management of Greystar Real Estate Partners).
The Aspens at Wade Park had 62 out of 162 units occupied, with the goal of increasing unit occupancy to 50 percent, or 81 units. Aspens Senior Living asked us to develop a creative campaign and media plan to drive tours, and ultimately sales, to the Frisco property. We would be competing with 15 other senior living facilities in the area, several of whom had strong digital presences.
During the two-month campaign, the brand saw an 836 percent lift in overall website traffic. Display ads convinced 160 people to call, request more information or schedule a tour, with the spunkiest creative attracting the highest engagement. The Facebook click-through rate was more than double the industry average. Within three months, Aspens had exceeded its goal of 50 percent occupancy.