Crowdsourcing Campaigns Drive Lincoln Property's Marketing

By Paul R. Bergeron III |

May 28, 2019 |

Updated May 29, 2019

2 minutes

Resident engagement through crowdsourcing campaigns is paying marketing dividends for Lincoln Property Company (LPC). Atop the company’s website appeared a promotion for #LPCSpringClean, encouraging residents share photos of their spring cleaning on social media, win back space and spark some joy. A winner was chosen each month (March, April and May) and he or she received a choice of a $500 gift card to The Container Store or Target.

"LPCSpringClean was inspired by 'Tidying Up' on Netflix and built for resident engagement,” Sheri Killingsworth, Vice President-Marketing & Communications, Lincoln Property Company, says. "At the same time, we're reaching new audiences, gathering content for our website and social channels and fueling SEO and brand loyalty for Lincoln."

The promo reads: This spring we’re encouraging our LPC neighbors to declutter, organize and simplify their surroundings to get the most of their living spaces. We want to see those special moments that capture the spirit and joy of tidying up our lives through home organization by simply posting them to social media!

"LPC neighbors can post photos or videos to their Instagram accounts and use the hashtag #LPCSpringClean, tag their apartment community, and voila! You’re entered to win!

Share Your Fun! Spark Some joy. Let’s start our #LPCSpringClean today!

By May 15, the #springclean campaign had 566 posts and 3,800 website visits.

Last summer, Lincoln Property Company held a crowdsourcing campaign “LPCStayCation” and encouraged its residents to do the same, highlighting their use of the community’s amenities (pictured). That campaign drew 2,400 posts and 3,700 website visits. Two winners were drawn each month (June, July, August) and won a $500 vacation voucher from American Airlines.

Its promo read "This summer, the #LPCStayCation Campaign will encourage our LPC neighbors to utilize their community’s amenity spaces to get the most of their living spaces."

“The campaign was designed so residents could share moments on social media of their #LPCStayCation that captures the spirit and joy of a travel vacation, but for a 'stay-cation' at their community,” Killingsworth says. “The airline voucher is our way of thanking them for promoting our fun apartment-living lifestyle.”