In 2018, Better Homes and Gardens® Real Estate (BHGRE®) refreshed their consumer-facing lifestyle campaign. It not only needed to be emotional and evergreen, but also inclusive of all diversity groups. By leading with the headline "Starts with a Home", the brand can make a connection with the reader and reinforce the trust and legacy the Better Homes & Gardens name can provide when buying or selling a home.
The campaign objectives were:
To achieve all the objectives above, we implemented the following tactics to support our strategy:
The results from the campaign led to an increase in brand reach, fanbase, email subscribers, and engagements.
1.Increased brand reach:
ESTIMATED COMBINED PRINT REACH: 561MM (46.75MM /monthly)
2.Increased followers on consumer-facing social media platforms:
3.Increased reach and engagements across all social media platforms for duration of campaign:
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