LJ Hooker - You're The Best Campaign
Background
LJ Hooker Cleveland, Redland Bay and Victoria Point approached Brio Group to suggest ways they could build their database and increase brand recognition and goodwill in their local community.
We created
Campaign Concept / CMS Website / Online & Print Advertisements / Billboard / Bus Advertising / eNewsletters / Advertising Strategy / Media Plan & Buy / Social Media Strategy, Policy & Training / Social Media Design & Implementation / Marketing Collateral
Teams Involved
Brio Design
Brio Digital
Brio Advertising
Brio PR
Objectives
To specifically provide a strategic campaign that engaged LJ Hooker’s target market in a new, exciting way that resulted in a new database the client can market to. To manage and rollout each step of the campaign, by tapping into our four key divisions: design, digital, advertising and PR. To build and develop a social media presence for the campaign and brand, that encouraged conversation and interaction. To create a campaign that engaged the main target audience: male (30%) and female (70%) Generation X; plus a measured focus on Generation Y, to encourage a memorable involvement with the brand (for brand recall and positive experience, for when the time comes to choose a real estate company).
Strategic Approach
To create a campaign that had cut through in the very cluttered and sometimes cliché real estate marketing landscape, we decided to get creative. By playing on the ‘LJ Hooker, You’re the best’ slogan and brand colours (red, yellow and black), we produced the ‘You’re the best in the Redlands’ ongoing competition series. It was integral that we developed a concept that was community focused, and most importantly engaging and ‘shareable’ through social media and word of mouth. We achieved this by producing an interactive ‘nominate, vote and win’ online campaign that celebrated locals and supported local businesses. We launched with the ‘You’re the best chef in the Redlands’ competition, which encouraged the audience to nominate a local who they believed was the best chef, and spread the word to attract votes. The nominee with the most votes would win the major prize worth $2000. To create campaign excitement and appeal to the target audience we used bold, bright colours and fun, lively design for the website and all marketing materials. Multiple touchpoints (press, outdoor, digital) helped to build momentum and create brand and campaign recognition within the community. The website had to be extremely user-friendly, so the audience could easily nominate and vote in the campaign. The site also had to be ‘shareable’ and integrated with social networking channels to increase awareness and viral marketing opportunities – as media spend was limited.
Results
The ‘You’re the best chef’ competition ran over eight weeks and resulted in hundreds of users signing up as well as thousands of votes for the local nominees. The Facebook Page, supported by Facebook Ads, grew to hundreds of fans within a short period who interacted with the campaign through this channel. We also wrote and pitched press releases and secured editorials in the local paper. Finally, the winners who were rewarded with foodie prize packages at local restaurants were thrilled and shared their excitement through social media, giving LJ Hooker even more PR.
Design
Digital
Advertising
