NRG-BI is one of the prominent residential real estate developers in Uzbekistan. The challenge was not simply to increase the brand’s social media presence, but to strengthen its positioning as a market leader and make the brand more relevant to people’s everyday conversations. Real estate advertising is often highly product-focused: projects, apartment features, prices and benefits. We decided to change this approach. Instead of constantly talking about real estate from the brand’s perspective, we used influencers as independent voices representing lifestyle, ambition, success and leadership — the values NRG-BI wanted to be associated with.
Problem
The main challenge was that real estate communication could easily remain trapped within traditional category advertising: projects, square meters and product benefits. We needed to make NRG-BI more than a real estate developer — a brand associated with a certain level of life, ambition and the desire to achieve more. Campaign objectives: — strengthen NRG-BI’s leadership positioning; — increase brand reach and awareness; — attract new audiences through influencers; — build an emotional connection with the brand; — deliver measurable business growth.
Solution
We built the influencer campaign not around the number of placements, but around the right combination of creators, audiences and brand values. The campaign involved 9 creators: 3 Million+ creators — to maximize reach and strengthen awareness. 6 Micro/Mid creators — to create more native communication and deeper audience engagement. In total, the campaign generated in 2025 year: 108 Reels 432 Stories series The content was not presented as traditional real estate advertising. Each creator integrated NRG-BI into their own communication style while maintaining the trust of their audience. This turned influencers from a conventional advertising channel into a system of ongoing brand ambassadors, keeping NRG-BI consistently present in the audience’s everyday media environment.
Results
The campaign delivered large-scale digital visibility for NRG-BI and demonstrated measurable business impact. 9 creators 108 Reels 432 Stories series 32,336,825 video views 29,834,193 reach 978,281 engagements 920,516 likes 20,821 comments 52,903 shares 13,825 saves +44.2% business growth The key result: influencer marketing became more than a reach tool — it became one of the drivers of NRG-BI’s brand and business growth.
