Idea to delivery: Creating a successful campaign in 2 weeks
At Reech we love a challenge and when our client, Fletcher Homes, wanted a way to reach out to prospective buyers during lockdown, we developed a social media campaign that provided real results in just 2 weeks.
Marketing during lockdown
The Idea and Goal
Like many businesses throughout the UK, our clients have faced many hurdles as a result of COVID-19. The inability to meet with customers face-to-face, invite them into their stores or showrooms and the lockdown measures have all meant businesses have needed to approach their marketing differently.
As a housing developer, Fletcher Homes were unable to have prospective buyers view their development and show homes in person. As the purchase of a home is very much about the visual, we came up with a campaign idea that allowed them to experience the feel of viewing a new home, whilst in the comfort – and safety – of their current home.
We developed the campaign, ‘Your Perfect Stay at Home Homes’, which focused on the buyers’ ability to view prospective homes virtually, utilising social media to push the campaign out. This was to be achieved through a series of promotional videos and posts that were utilised on social media including;
A series of video tours of different models that were available, each with voiceovers describing the main selling points of the property
Promotion of ‘Virtual Viewing’ which allowed buyers to book a video tour with a member of Fletcher’s sales team for a more in-depth tour of their preferred property
The goal was to increase traffic to the Fletcher Homes website and, in turn, increase the number of enquiries for current and future homes. Of course, the ultimate goal was to obtain sales leads that led to sales!
reach on Facebook
increase in website users
A campaign like this required a number of specialities, from design and photography to videography and social media.
Our team worked collaboratively to develop a concept, strapline and campaign brand. We wanted to combine the branding of Fletchers with the ‘Stay Safe, Stay Home’ message, ensuring a clear call to action and the benefits of owning a build from Fletcher Homes.
And the results are in!
The campaign ran for 11 days, starting with a paid advertisement on Facebook with subsequent organic videos and carousel posts were scheduled onto Fletcher’s Facebook and Instagram channels. Through a carefully devised and managed campaign, we achieved the following;
+5,000 video views
+34,000 reach on Facebook
The Fletcher Homes website saw a 272% increase in users
62.6% of visitors to the Fletcher Homes website came via social media
They received an increase in enquiries & reservations during the week of the campaign
We’re looking forward to our next challenge – have you for an idea for a campaign you want to see realised? Or do you need some help with meeting your business objectives with the development of a bespoke campaign?
Get in touch to discuss your ideas. Contact us via email at email@example.com or drop us a call on 01743 296700