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Special Project

Special Project
From the 7th Annual Shorty Awards

Ashton Woods: Social Media-First Rebrand Prioritizes New Platforms

Entered in Home and Decor


In developing the strategy and execution for Ashton Woods Homes' comprehensive digital rebranding, Definition 6 identified a unique opportunity to use social media as the primary platform for execution rather than just as supplemental messaging and collateral.

Objective: Fundamental to the rebranding was the introduction of a new personality and aesthetic that align with the 25-year-old brand's renewed focus on inspiring home design, creative possibilities, and personalization opportunities for homebuyers. By prioritizing social media and, in particular, expanding to platforms where AWH's target demographic flocks for home inspiration, we could engage the prospective homebuyer with the brand that makes their digital daydreams a reality while also positioning the homebuilder as a digitally sophisticated expert advisor.

Strategy: Executing the rebranding with a social media-first approach involved three strategies. First, we developed a multi-faceted content marketing strategy that includes planned, responsive, local, and real-time content, all on-brand and highest quality. Second, we empowered the 13 AWH divisions in their local communities by instituting best practices to drive engagement and expand follower bases, maximize social marketing for lead generation, and establish themselves as resources for local events and content. Third, we introduced two new social media platforms as priorities for reaching AWH's target homebuyer demographic.

As a result of our strategy, AWH experienced a direct and immediate impact on engagement across all their brand pages on Facebook and a substantial boost in the number of followers on both Pinterest and Houzz. Houzz even awarded AWH 'Best of Houzz 2015' in the Design category.

Strategy and Execution

Through an integrated digital campaign, Definition 6 led Ashton Woods through a comprehensive digital rebranding executed across their new corporate website and all their social channels.

Social First Strategy:

We prioritized social media as the primary platform for this and for tying together all the complementary digital components – website, social content, and video – to increase engagement with the target demographic and position AWH as a top of mind brand in the home design and construction industry.

Content Marketing:

Local Empowerment:

New Strategy & Platforms:


The ongoing strategic goal has been to establish AWH as an advisor and resource to homebuyers via social media, reaching them during allstages and decision points of buying a home: picking an area to live, school districts and amenities, home size and layout, personalized design consultation via The Studio by Ashton Woods, and discovering the superior quality of AWH products.

The work done by Definition 6 for AWH deserves recognition because we developed a strategy unique to this industry. By prioritizing social media first and expanding to platforms where AWH's target demographic flocks, we introduced the rebranded AWH organically, establish them as a trusted expert advisor in homebuilding and design, and increase engagement with the prospective customer early in the homebuying process. The results serve as proof that this increased brand engagement:


Video for Ashton Woods: Social Media-First Rebrand Prioritizes New Platforms

Entrant Company / Organization Name

Definition 6


Entry Credits