The client’s brief had the following objectives:
As Hill Group has multiple developments in and around the Cambridgeshire region, we brokered a partnership between the Cambridge Independent and Hill Group to run a property feature both within the publication and online, all about the end of Help to Buy and what is next for first time buyers.
This package had the following support:
We supported the partnership with individual development activity across social, display programmatic, mobile ticker banners, and property portal targeted emailers.
The following developments with HTB plots left to sell were selected to be part of this campaign:
Digital activity on the campaign began on 5th September and continued into October.
Rightmove email activity ran between 5th and 19th September.
The Cambridge Independent partnership began on 21st September and the home page takeover ran throughout September and October, with individual development bookings.
In October we added further media support from New Homes For Sale email activity, Precision Connects email activity, and Device Ticker Banners via Twenty Cl.
All activity was targeted to the specific development, aimed at reaching in-market first time buyers.
Throughout the campaign, our activity saw great reach and engagement. Driving 118 goals on the website was a real success. We were successful in terms of driving urgency and highlighting the HTB application deadline and Hill Group developments that offered this scheme.
We received positive sales feedback from the Hill Group marketing team during catch-up calls.
It was great to see the campaign achieve a mix of upper and lower funnel media activity. A highlight of the campaign was the sponsored Cambridge Independent Help to Buy article.