The Media People and The Oracle Group, together with twelve housing associations created a memorable campaign to raise awareness of Shared Ownership.
Aiming to remove the intimidation that many first-time buyers experience, we created Shared Ownership Week 2019. The strategy established a relatable tone and used a comprehensive combination of PR, social media marketing and paid for editorial, to position the event as the ultimate guide to achieving home ownership.
A key element of the campaign, over 80 pages of bespoke editorial bursting with engaging, informative content was secured in City AM, Metro, Evening Standard, Timeout and First Time Buyer Magazine.
This was supported by celebrity endorsement, in the form of TV presenter AJ Odudu, whose genuine passion added a real voice to the campaign. Sharing the sacrifices, disappointments, learnings, challenges and joys of her personal journey onto the property ladder, AJ’s support leveraged additional high-profile national press coverage for the campaign and a first for the event; a podcast with Metro. AJ also engaged with her 60,000 followers on Instagram several times during the event.
Underpinning the campaign, social media streams featured informative, engaging films, infographics, interview clips of AJ and competitions, whilst showcasing the incredible selection of properties available.
With a total of 30,952,588 campaign views, 5,000 visitors to the website and 2,000 quality leads, Shared Ownership Week 2019’s results exceeded expectations.
Additionally, activity on Twitter, Facebook and Instagram created 1,100,058 organic impressions, an 84% increase from the previous year.