HouGarden × Fletcher Living

HouGarden delivered a tailored, multi-channel programme for Fletcher Living that blended targeted digital placements with high-impact traditional media to reach Chinese-speaking and broader Asian audiences. Grounded in audience research, the campaign moved beyond translation to true transcreation—shaping messages around priorities such as education access, transport, build quality, and long-term value to reduce friction from first interest to inspection.

Distribution combined precision search, programmatic display, and social in Mandarin and English with prominent placements on the HouGarden platform, supported by Chinese-language print, radio, and out-of-home near community hubs. QR-enabled collateral drove prospects to fast, bilingual landing pages featuring concise spec summaries, interactive maps, representative floor plans, and finance FAQs—content designed to answer common questions upfront and streamline handoffs to sales.

Disciplined, end-to-end tracking connected impressions to enquiries, with weekly optimisation refining budgets, audiences, and creative variants. Results included stronger share of voice in Chinese-language environments, longer dwell times on bilingual pages, and a measurable lift in high-intent actions such as appointment requests and site-visit bookings—improvements that reinforced Fletcher Living’s position in a competitive market.

Building on this momentum, HouGarden and Fletcher Living plan to extend the framework to upcoming releases with seasonal content, community activations, and additional tests such as bilingual short-form video and dynamic creative tied to local milestones—continuing to translate cultural insight into practical execution and measurable outcomes.