In 2018 Better Homes and Gardens® Real Estate commemorated it's 10-year anniversary. Celebratory content was shared across multiple social platforms in addition to print ads which were featured in Better Homes & Gardens® magazine.
The brand sought to promote the milestone in a big way. This was achieved by creating the "Starts with a Home" sweepstakes which included print ads, social posts, and email marketing, where fans had a chance to be entered to win $10,000.
The campaign objectives were:
To achieve all the objectives above, we implemented the following tactics to support our strategy:
The result from the sweepstakes led to an increase in brand reach, fanbase, email subscribers, and engagements, below is the breakdown:
1. Increased brand reach and anniversary awareness
Estimated combined total print reach: 87.2MM
Eating Well – 7.2MM Readers
Better Homes & Gardens® - 40MM Readers x 2 = 80MM
2. Increased engagements and followers across social platforms from sweepstakes
Sweeps Period Engagements: 293,938 (vs. 268,896 in Q1, a 9% increase)
Combined Follower Growth: 5.20% (16,150)
3. Increased email database signups from sweepstakes
Database Email Signups: 59% (7,345)
