Keepmoat
project name

Keepmoat

Appealing to the parents – how we created a case for the bank of mum and dad

description
  • Client:

    Keepmoat

Create

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.

 

Engage

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.

 

Convert

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.

 

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Chris Norton

Managing Director at Prohibition
Founder of Prohibition, listed in the world's top 30 marketing bloggers and an award winning online PR and crisis management specialist. Co-author of Share This Too.