Wesley Place is Charter Hall’s premier mixed-use and commercial development in Melbourne, comprising three state-of-the-art commercial buildings and a public green space on Lonsdale Street. Papermill conducted an initial social media strategy and has executed ongoing social media management, social amplification, web content, photoshoots and events since May 2020. Commencing our campaign in the height of Australia’s first COVID wave, Papermill was tasked with building Wesley Place’s digital community from the ground up and telling the story of the evolving precinct while connecting with tenant customers and the wider public through in-person activations that drive sign-ups to the building-management app, Charli. Papermill has been working with Wesley Place for almost five years with an industry leading engagement rate of over 4.5 percent on Instagram.