Our purpose is to make buying, selling and living in homes easier and more enjoyable for everyone, and this project was conceived to drive awareness of and affinity for realtor.com® brand identity, ultimately growing realtor.com® audience and engagement with the brand.
Many people express the joy of home by decorating for the holidays, so the realtor.com® team leaned into one of these holidays – Halloween – to engage homeowners and those who aspire to homeownership in how they might dress up their home for Halloween. Why should people and pets have all the fun?
This video-based social campaign featured mini homes dressed up in Halloween costumes and targeted people ages 25-49 with interests relevant to homes and home buying; DIY, crafts, and décor; and Halloween.
Strategy
Drive brand awareness, affinity, engagement, and audience growth by inserting realtor.com® into the Halloween zeitgeist.
Implementation
As the home of home search, we figured it was time to let homes in on the Halloween fun by dressing them up in costumes and documenting their transformations through DIY-style content across our social channels and a landing page.
We painstakingly created each home's costume by hand, paying meticulous attention to detail and filming the entire process. We added puns and tongue-in-cheek humor, and produced a series of highly entertaining and visually vibrant DIY videos:
We shared these videos on our Facebook, Instagram, Twitter, and Pinterest channels over the course of a 10-day campaign – from October 21-31 – and directed audiences to the landing page where they could view all home videos and vote on their favorite costume. We also repurposed core assets into native content optimized for each channel:
We amplified social media with additional marketing channels, including content in our consumer eCommunications and linked references in our News and Insights editorial pages. We also got realtor.com® employees excited and engaged in the campaign with internal communications and promotions.
During the campaign, we made tactical shifts based on our ongoing analysis, which improved our success metrics:
Key Features
The campaign revolved around native social content, but the landing page provided cohesive hub with interactive elements:
Simply put, audiences loved the Halloween Costume House Party. In just 10 days, the campaign made 2.4 million social impressions with more than 1 million video views. We also created some new fans in the process with a 28 percent growth in page likes.
Specific success metrics:
