Svitlo RC: Building the residential complex’s infrastructure from scratch
Background and tasks
The ‘Svitlo’ residential complex is a family-oriented project set amidst nature, just a few minutes from Lutsk.
It is a space where homes combine comfortable living space with a lifestyle that fosters tranquillity, personal growth and inspiration.
At the start of our collaboration, the project had no digital presence whatsoever:
no website, no social media accounts and no channels for communicating with its audience.
We were faced with a key challenge:
to build communication from scratch and establish brand recognition through SMM.
It was important not just to ‘run a page’, but to create a comprehensive system,
where content and advertising work in harmony, building trust, raising awareness and driving sales.
The client’s main business objective is
to enter the digital market and ensure a steady flow of leads for flat purchases.
What we did:
• Strategy and positioning
We developed an SMM strategy with a clear focus on social media as a space for people to get to know the brand. We established a tone of voice characterised by cosiness, care, calm and inspiration.
• Content as a brand experience
We launched a regular series of shoots: the construction process, the atmosphere, and the lives of the future residents. We introduced new features, including ‘Light in Words’, as an emotional anchor for the brand.
• Supported formats
Reels, Stories, informative posts and interactive content. We worked on the visuals – design, video and AI-generated images – not for the sake of the effect, but to deliver content and value to the audience.
• Integration with advertising
SMM helped to build an emotional connection with the brand. Advertising (reach and engagement) drove traffic into an already ‘warm’ space.
In addition, performance advertising was set up to generate leads
(Facebook, Instagram, Google). → See the digital case study for details
Project gallery
SMM results
— Steady growth in reach and engagement
— An active community has been established on Instagram
— 3–5 organic searches for flats every month
— High retention rates and engagement with Reels
— Positive feedback from the audience:
‘a very warm tone’, ‘you can really feel the atmosphere’
Conclusion
In the case of the ‘Svitlo’ residential complex, SMM became not just a communication channel, but a tool for shaping the brand’s image even before construction was completed.
Thanks to the right tone of voice, video strategy and mix of formats (Reels + Stories + feed), we laid the foundations for trust and brand recognition even before the finished product was launched.
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