“I’ve really enjoyed working with Scoop, the whole team are so friendly, approachable and knowledgeable. Nothing seems to be too much trouble. the team have helped us with every request we have had all while showing extreme patience. We have been very happy with our relationship across all facets including local press, national press and organising events. Overall a very positive experience with a cool bunch of people.”
Driving Leads & Awareness for Manchester’s Premium BTR Brand: Affinity Living
- Client: Affinity Living
- Brand Strategy, Communications, Influencers
- Date:
Affinity Living is a BTR (build-to-rent) brand offering beautiful city-centre apartments in Manchester, built around community, amenities and experiences that go beyond the four walls. They brought us in to boost awareness of the most resident-focused development in the city, generate more rental leads and engage current residents with meaningful, memorable activations.
Objectives
- Increase brand awareness within the target demographic through PR and creator campaigns
- Secure media coverage in influential consumer and trade platforms
- Generate increased rental leads during the campaign period
- Boost engagement with current residents through community-focused events and partnerships
The Challenge.
Property developments often receive extensive trade coverage but limited consumer attention. Our challenge was to cut through, get Affinity Living on the radar of people likely to rent there, in order to generate leads. We needed to show what makes the BTR model and community-driven living so special, and make the brand feel approachable, aspirational and relevant to Manchester renters.
The Solution.
We combined influencer storytelling, press coverage and resident-focused partnerships into a single, high-impact campaign. Influencers showcased a day in the life at Affinity Living, press coverage positioned the brand as a BTR leader and community activations gave current residents memorable experiences – all of which drove leads, built awareness and cemented Affinity as Manchester’s most resident-centric BTR brand.
Our Approach.
We focused on creating authentic experiences that would resonate with both potential renters and current residents.
Top Manchester creators were invited to live and breathe Affinity Living for a day, capturing content that highlighted not just the apartments, but the lifestyle, amenities and community at the heart of the development. One of our key creators’ content gained significant traction, reaching 157k views, which directly led to a surge in rental enquiries.
In parallel, we developed press materials and case studies to position Affinity as a thought leader in the BTR sector, establishing credibility and positioning the brand as industry leaders and a trusted authority in the market.
We also consulted on resident activations in partnership with some of Manchester’s favourite independent brands – from pop-up art galleries to wellness sessions – ensuring that every touchpoint reinforced Affinity’s community-first ethos, making the brand feel lived-in, human and aspirational.
What our clients say
John Gillespie, Phenix Salon Suites
“Scoop and the team really took on board what our aim was and worked with us throughout the period to deliver excellent results. Communication and updates were made very easy and we honestly felt It was well worth it! We have already recommended scoop PR to other business owners.”
Shaza Ul-Hassan, Frurt
“Pippa and her amazing team at Scoop helped us to connect with some great networks and partnerships in the Manchester and Cheshire area. The team always goes the extra mile to support on any project or task needed and have been a pleasure to work with helping us deliver some great quality press and influencer content during our peak booking months.”
Annie Ramrachia, Secret Spa
“I would highly recommend Pippa the team, they were a pleasure to work alongside and really impacted our marketing direction. The initial workshop created by the team was a fantastic way to gather the data around who we are as a business and where our strengths lie. Pippa and the team have their finger on the pulse with current marketing trends and I would highly recommend their services if you’re looking to expand your brand to new audiences, yet keep your current customers engaged in your product.”
Acacia Cairns, Partington’s Holiday Parks
“Pippa and her team originally worked with us to deliver the PR for the launch of our Manchester restaurant, but we’ve since expanded their remit to lead the PR & marketing for all of our venues nationally. The team really get stuck in, are a pleasure to work with, reliable and deliver incredible results across the board.”
Paul Goodale, PizzaLuxe
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