The objective of this social media campaign was to reach new homebuyers, especially the elusive millennial and young professional market. The campaign, “A Home to Grow Into,” aimed to show young homebuyers that homeownership isn’t a tether, but rather an investment that can grow and change as they do. A third bedroom could be an oﬃce at one stage of life, a baby or child’s room at another stage, or a ﬁtness room, depending on their needs.
We ran a lead-generation contest for 2 months with a giveaway: win $2000 to furnish your ideal room (to match the messaging above) or one of four $250 prizes.
Using a social media contest app, visitors could use an email address or social media proﬁle to log on and engage with the app. Options to gain entries for the contest ranged from Tweeting about the contest and Repining one of the pictures on Pinterest, to answering questions about their current and future homeownership status.
The contest was promoted on social media for 2 months using promoted Facebook posts, Facebook ads, Tweets, Twitter cards, Pinterest boards and targeted blog posts.
By the numbers:
- 14,927 unique visitors to the landing page/app tab
- 6120 new leads/email addresses from contest app
- 1013 new Facebook followers
- 1053 new Twitter followers
- 740 new Pinterest Followers
- Increased Engagement on all social media proﬁles, including Facebook, Twitter, and Pinterest
This campaign was a NAHB Gold winner.