Landmark Properties’ Holiday Toy Campaign in Eugene, Oregon, Drives 166 Leases

Landmark Properties and its team at The Standard at Eugene in Eugene, Oregon, embraced the 2023 holiday season and pushed leasing for the development that would open for the next school year. 

The team created the Cool Ducks Club, a digital marketing campaign targeted to current and prospective students looking for off-campus housing during a crucial time between Thanksgiving and finals when students were deciding housing for the next year before leaving for winter break. The campaign, named after the beloved mascot, The Oregon Duck, committed to purchasing a toy for donation to the local Bags of Love nonprofit for every leased sign. 

The campaign spanned three weeks, centering on social media content across Instagram and TikTok, featuring specially designed graphics, photos, and behind-the-scenes videos of daily shopping trips to purchase toys. The team posted updates showcasing the growing toy collection to generate momentum throughout the campaign. It kicked off its first week with 71 leases signed, well above the market average of 18 leases per week, according to Landmark Properties. The second week saw 52 leases signed, followed by 43 the final week. 

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The total investment for the campaign was modest, with approximately $250 allocated to social media advertising and between $5 to $10 per toy purchased. With 166 leases signed during the campaign, the return on investment represented a total lease value exceeding $167,000.

“The campaign truly created a triple win: a win for The Standard at Eugene by increasing our brand awareness, a win for the participating University of Oregon students, and a win for the community through the charitable donations to the Eugene-based Bags of Love organization,” says Rob Dinwiddie, executive vice president of marketing and management services at Landmark Properties. “It’s a prime example of how we can achieve our marketing goals while also doing good.”