Draw Your Dream Home - Content Marketing case study

Draw Your Dream Home - Content Marketing

Created by:

Principality Team at NetBooster

Draw Your Dream Home – Principality’s SEO Campaign

Copyright NetBooster 2015

Objectives

With a clear set of KPIs defined – market share, traffic, revenue and conversion rates –

NetBooster set out to increase Principality’s mortgage performance in Organic Search.

To promote these objectives we aimed to provide engaging content on and off-site to attract

attention and stimulate conversations, particularly with bloggers, surrounding Principality and

its mortgage offering.

The campaign was weighted towards Content and Outreach:

Audience

Principality has a strong branch presence within local communities across Wales and the

borders. This provided the backbone for NetBooster’s activity. Our target audience:

People buying a home First time buyers Home movers

Remortgaging Existing customers New Customers

Principality’s existing customers

People researching mortgages



Creativity & Implementation

Lavishing the campaign with creative content With strong experience in the financial industry, NetBooster understood that content needed to adhere to regulations, be relevant and that it could be difficult to gain momentum. Our approach was to focus on getting early buy-in and approval from Principality. We produced engaging concepts from which different content types could be created. Implementation plans were penned to detail distribution channels, and explained how the content could be shared across Social and leveraged by the wider business. Several concepts were then developed into a multi-phased campaign, rolling seamlessly from one phase to the next. # 1 - How much does a house cost? The premise - Contact local primary schools and ask teachers to inspire children to draw their dream home and answer one simple question: How much does a house cost? The surprisingly funny output was captured by video and promoted across Facebook, YouTube and launched as part of a mortgage campaign, featured on the campaign page.

The usually serious conversation of mortgages took a fun twist with some hilarious and heart-warming answers from the children.



The final part of phase 1 was to ask the school children to draw and describe their dream homes, sparking the creativity to illustrate interesting features they would include. One house came with legs and a slide! #2 - Draw your Dream Home Phase 2 focused on outreaching to several hundred bloggers through custom email campaigns, posing similar questions to those asked to the primary school children. We incentivised the emails by offering a limited supply of craft packs and the opportunity to spend dedicated time with their children.

Craft packs were sent to 20 bloggers for their children to draw their dream home and blog about the fun they had with their children. This generated more engaging content, a buzz about Principality and references back to the website.



Bloggers and their children loved it and the response rate was great:



The response was so positive we extended with a second round, using the existing videos as a fun incentive and inspiration.

Bloggers started to integrate the videos into their posts:



As a follow up and a thank you, we sent LEGO to some of the children, as a surprise from Dylan the Dragon.

Some bloggers tweeted their newly built LEGO dream homes, creating a conversation on social media.



#3 – What does home mean to you? So far the approach had been focused on children, and as ‘home’ means something different to everyone, we wanted to open this up to adults. We contacted 3 illustrators and asked them to produce a small illustration on a quote/poem/song lyric related to what home means to them, to integrate with Principality’s multi-channel campaign.

I am Dave Gray

Merlin Evans



Harriet Russell

The illustrators blogged about and shared the reasons behind their illustration and Principality featured the illustrations on their website and across social media profiles. http://www.principality.co.uk/en/about-us/latest/20141212-home-blog-posts.aspx

http://www.principality.co.uk/en/about-us/latest/20141212-home-blog-posts.aspx



Results & Evaluation Results

Summary With all the challenges involved in the mortgages industry, such as the Mortgage Market Review, and stiff competition faced, NetBooster’s approach to creative content allowed Principality to be visible online and stand out from the crowd. The campaign created exemplary evergreen content which will stand the test of time and can be used to invigorate future campaigns. Natalie Manson, Principality’s Multi-channel Marketing Manager, quotes:

“Financial services remains a very competitive market and it can be hard to come up with interesting content to bring the subject matter to life. What I love about this campaign is the warmth and fun element that NetBooster has managed to introduce with colourful and engaging content, without detracting from the important things. The campaign continues to grow and adapt and we look forward to the next stages.”



Documents

Draw Your Dream Home - Content Marketing case study