With the rise in 20-somethings relying on mum and dad to get on the housing market, we worked with Keepmoat Homes to uncover the true cost of housing adult children. Our campaign was designed to encourage direct engagement with the Keepmoat brand, specifically the key influencer audience of parents.
The Strategy:
To build real engagement with this audience, we decided to find out what is the real cost of ‘grown-up’ kids living at home by conducting consumer research as a basis to launch our content tactics – in brief and dynamic and consumer facing calculator app and animated infographic, uplifted and showcased to our audience via strategic social media, PPC, media relations and digital communications.
The Results:
The campaign saw 1,200 app uses in first week, media coverage in 24 key titles (including Right Move and Zoopla blogs) and 10,000 video views. The social media also represented #1 referral to Keepmoat website over the month of the campaign and social media engagement rose by 180% during campaign period.
