Raising brand awareness with an integrated approach to achieve year-end targets

Brief

House buying, like many other sectors, has key seasonal peaks and this client wanted us to capitalise on their peak period. The job at hand was to raise brand awareness throughout the key selling period whilst still allowing for stronger tactical communications to an in-market audience, ensuring year-end targets are achieved.

Solution

In order to speak to a wider audience at a lower cost per thousand while retaining demographic and geographical relevance we recommended an integrated media strategy.

Planning mass media channels such as TV, Video On Demand, and Radio, but we went a step further to complement the campaign with tactical digital activity. This included Paid Social Media and Programmatic Display Advertising using tactical digital activity in the form of Google Paid Search, SEO, Facebook and Instagram.

Throughout the key selling period, we targeted an in-market audience with portal listings and ads on Rightmove and Zoopla.

A strong tactical message was distributed to key locations that we had identified through database profiling at the planning stage so we could provide activation through targeted leaflet distribution through Royal Mail.

Results

Contributing to the success of their growth with the integrated awareness campaign we managed to outperform on set KPIs. In a competitive marketplace the notable metrics were a 24% increase in sessions year on year, 27% increase in enquiries year on year and 23% increase in reservations year on year.