Case: JM

The art of nesting

JM is one of the Nordic region’s leading developers of housing and residential areas. Their branding challenge is to reach new audiences through web and social media activities. Nice One developed an entirely new content marketing concept in multiple channels.

JM has a strong brand name for apartment owners, but the challenge is to build a relationship with new target groups. Nice One was asked to approach the task in a playful way with an underlying long-term strategy.

The result was a new sub-domain called #JMinspiration – a digital toolbox for interior design hacks, trend reports, interviews and much more. The web content is spread on JM:s social media accounts, on blogs and in their newsletters.

Nice One has helped developed the concept from idea to execution. Weekly updates in the form of how-to-style blog posts are combined with a unique web TV format, where profiles within the food and design world offer personal yet clever insights about their living situation and interior design philosophy.

The desired effect has been well achieved, reaching new audiences and target groups with relevant content. On Facebook, the inspirational posts have experienced a 40 percent higher visibility than sales-oriented content.

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