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Hill Group, Spread Your Wings End of Help to Buy Campaign

We proposed and executed a multi-channel paid media campaign for Hill Group. It was designed specifically for their Cambridge developments to promote the end of Help to Buy applications in the UK, while driving enquiries and ultimately sales from first time buyers.

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Promotion page showcasing the help to buy: equity loan scheme

The brief

The client’s brief had the following objectives:

  • To generate campaign awareness
  • To drive leads (sales enquiries) before end of October application deadline
  • Reach and inform targeted audience about the end of HTB and drive urgency
  • Increase both new build enquiries and Hill Group brand growth within target areas
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Magazine advertisement page showcasing the help to buy scheme

The strategy

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.

The execution

This package had the following support:

  • Homepage takeover
  • Social support
  • Insight and back page wraps
  • 5 x full pages
  • Strip ads across the whole supplement

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:

  • Timberworks
  • Rubicon (part of Knights Park)
  • Hawthorns
  • Rayners Green
  • St James Quay

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.

Advertising page promoting the first-time buyers help to buy scheme

The results

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.