Home in Friesland
How we used the cross-media campaign 'Thuis in Friesland' to focus primarily on selling homes and secondarily on buying a home. Makelaardij Friesland asked us to advise on a communication campaign. The client's request focused on reaching both selling homeowners and potentialële buyers, on the one hand, and on increasing online visibility and brand awareness, on the other. Together, we launched a cross-media campaign.
The campaign
During the campaign, we shared experiences in the form of stories from people who have recently sold or put their homes up for sale through Makelaardij Friesland. These stories illustrated not only how they followed Makelaardij Friesland's unique sales strategy, but also what motives come into play when moving or buying a home in different stages of life. Consider the transition to your first home, finding a suitable home for your family, or the choice to live smaller as you get older.
What did we do?
In this way, we were able to offer in-depth insight into the buying and selling process, renew the current communication style and bring consistency to all communication from Makelaardij Friesland. Moreover, we created the slogan ‘At home in Friesland’ to emphasize the expertise and working area of Makelaardij Friesland.
What we achieved.
We implemented a cross-media Branded Content campaign using the customer journey touch-tell-sell strategy. This focused on reaching our desired target audience of 40 and older, with an interest in mortgages, real estate and housing. In addition to Branded Content, we used Elastic Social, Fluid Ads and banners to increase our brand awareness and online visibility.
