Brand

National Properties Corporation, a subsidiary of National Bonds Corporation, is a leading developer of commercial and residential real estate projects in Dubai. Known for high-end living and workspaces, National Properties owns prominent developments such as The Motorcity Green Community, Skycourts Towers, Andalusia, and Sulafa Tower. The company's mission is to create innovative, high-standard, affordable real estate projects that cater to diverse needs, offering comprehensive services across the real estate value chain.

BRIEF

National Properties aimed to expand its market reach by targeting the Chinese audience interested in Dubai's real estate market.

The objective was to establish a credible and engaging presence on Xiaohongshu, introduce key projects like the 399 Hills Park, and generate leads through strategic content marketing and KOL collaborations.

STRATEGY

Xiaohongshu Account Management:

Created and managed the official brand account for National Properties by establishing a dedicated account on Xiaohongshu, sharing tips and insights on Dubai's real estate market, providing information on real estate trends, policies, and economic developments, and building National Properties' reputation by showcasing its projects.

Additionally, created and managed the marketing manager account "nana在迪拜" (“nana at Dubai”), focusing specifically on promoting the 399 Hills Park project by sharing content on its benefits and features, along with insights into living and investing in Dubai.

KOL Campaigns:

Engaged with Key Opinion Leaders (KOLs) to leverage their influence within the Chinese community, ensuring broad reach and engagement by partnering with KOLs who have significant follower bases.

EXECUTION

Initial Campaign (Raising Awareness):

• Collaborated with 181 KOLs, reaching a total of 1.9 million followers.

• Shared content highlighting Dubai's lifestyle, real estate market insights, and National Properties' projects.

• Generated over 6500 engagements, establishing trust and credibility with potential customers.

Second Campaign (Driving Conversions):

• Continued managing the “National Properties” and “nana在迪拜” accounts with a focus on the 399 Hills Park.

• Partnered with 231 KOLs, amassing 1.2 million followers.

• Generated over 5,100 engagements, providing detailed analyses and advantages of the 399 Hills Park.

• Shifted content strategy towards driving conversions by offering in-depth property insights and market trends.

RESULTS

10k

100+

1M

Engagement

Leads

Impression

Engagement and Exposure:

The initial KOL campaign resulted in over 6,500 engagements, creating a foundation of awareness and trust, while the second campaign achieved over 5,100 engagements, focusing on detailed property information and benefits. Continuous project exposure and lead generation were ensured through strategic keyword targeting and ongoing KOL collaborations.

Lead Generation:

The second campaign successfully generated 47 leads, demonstrating effective conversion from engagement to interest, with long-term benefits including sustained visibility and lead generation from Xiaohongshu searches related to Dubai real estate.