Problem

New home lifestyle site with no audience needs broad exposure with less than $20,000 national budget for campaign to achieve brand status and national cut-through to attract securing key advertising accounts.

Solution

Work with key partners HIA and Realestate.com to create strategy that engages users and generates the interest of a national audience using only non-paid media. Deliver what at the time was the first ever forward looking Housing Sentiment report that stood out from other offerings by not looking at past trends but the measurement of forward looking intent for both buying and renovation of homes. Create deep and rich dataset and survey with over 75 data points on each customer down to the postcode level in every state in the country.

Result

National coverage of the homesite.com.au brand through TV interviews and radio station coverage, the advertising costs of which would be many multiples of the actual campaign costs where some of this coverage could not even be bought. 60 key advertising accounts engaged with NEWS and HIA where not only advertising sponsorships were obtained but the quality of the report warranted a $100 cost per copy for those wishing to obtain its insights. The level of detail was compelling as it was translated into a query-able database allowing advertisers to conduct price sensitivity analysis to the individual and postcode level that would inform stock selection, pricing and leading indicators that directly impact sales of product in their stores.