Faced with the challenge of the pandemic and the notable change in media consumption this triggered, Shared Ownership Week 2020 became a digital adaptation of the usual print lead event. Tasked with reaching non-believers who don’t feel they can afford the scheme and challenging common misconceptions, we worked with The Media People to create a strategy that would speak to the target audience and introduce them to the exciting possibilities of the shared ownership.
Using a comprehensive combination of media partnerships, virtual events, influencer activity, dedicated social media streams and digital and radio advertising, the campaign was judiciously planned utilising The Media People’s media buying leverage and The Oracle Group’s expertise in creative PR and social media content. All elements of the campaign directed traffic to the new Shared Ownership Week website, which is a hub of information including practical advice and case studies,
With an emphasis on creating digital content to replace the usual commuter focused activity, we recruited property expert blogger and first-time buyer champion Jade Vanriel to shine a spotlight on how to build up that all important deposit. Through her social media, Jade shared some of her own savings advice, used Instagram stories to focus on a different development each day during the week-long event and created film content for her YouTube channel about the scheme. Jade was also a guest panellist on the final webinar.
Underpinning the campaign, the dedicated social media streams featured informative, engaging films, infographics and competitions, whilst showcasing the incredible selection of properties available from Partners to buy through the scheme.
The activity on Twitter, Facebook and Instagram created 1,029,209 organic impressions and 5,242 engagements. The overall impact of the content specific to first-time buyers was reflected by a 27% increase in new followers year on year.
Using Jade as our Ambassador, we reached 1,220 subscribers on her YouTube channel and 21.3k Instagram followers throughout the week. Her in-feed post on Instagram gained over 2,800 engagements and the blog content shared on our website by Jade drove 368 users to the Shared Ownership Week website.