Using lead generation and content creation to fill coworking spaces

Challenge

Some title that says something interesting

Do you have a proven track record when it comes to running experiments and strategies? Is innovation at your core and can you demonstrate expertise in leading projects as an innovation consultant or similar?

How do we fill up our workspaces?

The Brain Embassy takes the idea of coworking to the next level, with coworking spaces in Tel Aviv and Warschau and since 2022 also in Antwerp.

For the Antwerp workspace, Cosmos Collective was asked to set up a Growth track with the main focus on filling up the spaces.

 

Creating brand awareness in Antwerp is one of the things needed to make this capacity filling work.

The Brain Embassy is well-known in Tel Aviv and Warschau but in Antwerp, it is a new concept. The challenge here is to fill in all the offices and workspaces and to create a community of coworkers to inspire each other. What makes this goal even more challenging is the global pandemic that is still ruling; Not the perfect time to make coworking stand out. 

Follow our success stories & experiments on LinkedIn.

Our growth process

We started our growth track for Brain Embassy with a strategy for lead generation to fill the workspaces and a plan for content creation to grow brand awareness.

Lead generation

We started with a keyword analysis for Google ads, we created ads and set up tracking to get detailed insights in this phase of the process. We also used Google Paid search and Dynamic Search ads to target the exact right people for the brand new co-working space. Afterward, we set up Facebook ads to create awareness and later on to attract an audience for a free test day in the workspace. It is important to get leads to visit the space and to convince them of this office solution by organizing a tour and showing them all the high-end features. We also set up LinkedIn sales navigator to find relevant accounts and using Meet Alfred flows. We send direct messages to these targets to invite them for a tour or a free test day. We also created campaigns on Linkedin with an implemented lead form.

To follow up on our efforts, we set up an automatic email flow for leads coming from the landing pages of each product or the test day, and Brain Embassy got a clear overview of leads that needed a follow-up call.

Content creation

At the beginning of this growth track, there was a shooting day organized with a professional photographer to capture the different meeting rooms, workspaces and people working at Brain Embassy that day. We reorganized Brain Embassy’s Instagram account, did feed building in the new branding and started building a community using social posts, Reels and stories on Instagram.

Approach

Some title that says something interesting

Do you have a proven track record when it comes to running experiments and strategies? Is innovation at your core and can you demonstrate expertise in leading projects as an innovation consultant or similar?

“Cosmos Collective helps us to create brand awareness and to fill in our spaces. Leads are coming in quickly and we are happy to welcome new people in our community every single week. We almost can’t keep up with the tours for interested freelancers, solopreneurs or managers from SMEs. ” 

 

NIR KELNER - Business Unit Lead EMEA at Brain Embassy

PETER JANSSENS
Sales manager at pharmabox

Outcome

Some title that says something interesting

Do you have a proven track record when it comes to running experiments and strategies? Is innovation at your core and can you demonstrate expertise in leading projects as an innovation consultant or similar?

What did we learn?

Leads came in fast, with an average of 45+ leads per week. Also, the community is growing organically on Instagram, with an average of 15+ followers a week.

Let us discover how we can help you best!

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Yannick Khayati

Yannick Khayati

Founder & Client Lead

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