TWHO (brand) in December
At group level in January
Regionally, for TWSC Valley Park
Regionally, for TWSC Valley Park
With the uncertainty surrounding the election and stamp duty changes, Taylor Wimpey needed a national new homes marketing campaign to reassure potential buyers and encourage them to move forward with their homeownership plans. The goal was to prompt action before market shifts while building on the success of the ‘Let’s Take Care of It’ campaign we had delivered over the past two years.
Market fluctuations made consumer confidence a challenge, whether for home purchases or renting. Our approach was to create a property marketing campaign that adapted to market conditions, helping Taylor Wimpey customers feel empowered to take the next step and enjoy their new homes.
Understanding the market and consumer behaviour was key. We tailored messaging to ring true with different audiences by adapting the word ‘waiting’ to suit their journey, whether they were looking, searching, or renting. The core positive message? Now is the time to start living. The ‘Stop Waiting, Start Living’ tagline was born.
Our strategy focused on how and where people consume content online, leading us to create animated videos featuring various buyer personas. We implemented retargeting strategies and audience segmentation to maximise impact, ensuring the campaign reached the right people at the right time.
The property marketing campaign launched on Boxing Day to engage those looking to kickstart their new year with a new home. A flexible messaging framework surrounding the ‘Stop Waiting, Start Living’ tagline allowed us to target specific audiences and highlight tailored incentives. Premium sites also received guideline packs to incorporate in their branding, while staying true to the core campaign.
The campaign is ongoing, but early response has been positive. Singular images have already seen strong engagement, with certain sites, such as Primrose Gardens at Valley Park, seeing a 75% uplift in social media engagement, and a 26.4% rise in conversions.
Meta TWHO (brand) saw a 37.4% increase in clicks over December (campaign launch Boxing Day), with cost per conversion has gone down by 1.8%. At a group level, programmatic clicks increased by 17% in January, further demonstrating the campaign’s impact across multiple channels.
Taylor Wimpey also wanted a fresh, impactful video to complement the campaign. Our answer was a dynamic video campaign across all Taylor Wimpey websites and digital media. The storytelling reinforced the campaign’s message, inspiring customers to take action and start living in their new homes.
The video was used for both prospecting and retargeting, primarily on Facebook, Instagram, and YouTube, ensuring widespread reach and engagement. BU-specific retargeting was implemented to support personalised engagement based on user interactions, helping to drive stronger conversions and brand affinity. In addition to dynamic videos tailored for different buyer segments, we also developed a brand-driven nationwide video campaign, unifying Taylor Wimpey’s messaging.
