The goal of this 3 month campaign was to capture the brand’s target audience’s attention across our Canadian markets to remind them of the brand’s unique selling proposition. The overall messaging was simple: Why Buy New (vs. used homes). Engagement (Impressions, clicks, and video views) along with online conversions were key performance indicators of campaign success.
First taking a look at our varied target of homebuyers (i.e. first-time homebuyers vs. move-up buyers), we investigated where they spend their time throughout the home buying journey, and what their media habits were. This helped to inform which channels to be present on throughout the campaign. The result was a unique combination of out-of-home placements (such as billboards, and digital signage), geo-targeting mobile ads, and a blend of digital advertising (including Google’s display network, social, and native advertising). Conversion points for this campaign drove to an online registration, which then triggered a succession of email marketing messages that fostered excitement around upcoming new home projects.
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