Charme on Eagle

Charme on Eagle’s advertising campaign was created by Authentic to introduce a new style of student living to the Denton, Texas market. Rather than relying on the typical polished and hyper-amenitized student housing playbook, the campaign focused on real connection, creative self-expression, and community belonging. The goal was to build a brand platform and leasing funnel that felt like a natural extension of the local culture, while driving early interest and pre-leasing activity.

Creative Strategy
The campaign’s creative foundation included hand-drawn illustrations, textured graphics, and unfiltered messaging designed to reflect Denton’s indie and arts-driven personality. Every brand touchpoint was developed to feel local, approachable, and authentic to UNT students.
Taglines and copywriting took a direct tone that speaks student-to-student, avoiding corporate clichés. Visual assets rejected the overly polished style common in national student housing ads. This creative decision was intentional, aligning Charme with Denton’s reputation for originality and creative freedom.

Media & Execution
The campaign deployed across multiple channels, including:

- Construction fence scrim as an early teaser platform
- Social media ads with interactive creative elements
- Digital lead capture optimized for mobile interaction
- Targeted pre-leasing web experience designed for simplicity and conversion
- Campus and community activations designed to build buzz in real life, not just online


Every channel pointed to a streamlined online experience that encouraged students to express interest early and share the brand with friends, creating word-of-mouth momentum before the building even opened.

Impact
Charme on Eagle campaign is designed to set a new standard for student housing advertising in secondary markets like Denton. By focusing on culture over convention, the campaign generated early lead activity, authentic community engagement, and a measurable lift in pre-leasing inquiries, all before construction completion. The work pushes student housing marketing into a new era where identity, not just amenities, drives demand.