- Campaign Development
A bespoke Canberra campaign for realestate.com.au
In early 2016, realestate.com.au approached NATION to create a ‘hyper-local’ brand campaign to improve brand awareness amongst Canberrans looking to buy property and increase the number of ACT listings on realestate.com.au in a market dominated by an entrenched market competitor.
• Increase awareness, local credibility and market share of realestate.com.au in Canberra
Our campaign included traditional advertising channels including press, outdoor and digital, as well as a humorous tie-in video campaign for social media.
To demonstrate realestate.com.au’s local knowledge, we created ‘Find True Love’ – a creative campaign that taps into the more universal truths of searching for property, while playing off the similarities between the property search and the search for love. We used uniquely Canberran insights throughout to demonstrate a genuine local knowledge of Canberra.
The campaign was a great success. The online video component of the campaign used local humour to fuel Facebook shares. The videos were a hit from the first video’s 66,052 views through to final video’s 79K views, 611 Facebook reactions and over 170 comments.
realestate.com.au’s market share increased by 7% from 20% to 27%, meaning they reached their projected 3-year market share goal in under one year. The client directly attributed this growth to NATION’s campaign.
The ‘Find True Love’ campaign has increased brand awareness of realestate.com.au amongst our target audience of Under 45s from 25% to a staggering 72%, with awareness across all ages going from 21% to 49%. Additionally, site preference among under 45s rose from 19% to 33%, while consideration increased from 50% to 82%.