Mediahuis x Glenveagh
Introduction
Glenveagh believes everyone should be able to access great-value, high-quality homes in flourishing communities across Ireland. They wanted to highlight building communities not just building homes while also reinforcing the benefits of a quality “new build’ from Glenveagh. Buying your first home is daunting, so this partnership focused on simplifying the home-buying process and building confidence through a winning combination of highly targeted display and quality editorial content.
What did we do?
The content strategy focused on Glenveaghs core values of Community, Homes & People. Each element was carefully crafted to bring these values to life by highlighting Glenveagh’s housing schemes. Throughout the year-long partnership with Glenveagh Homes, we delivered relevant and relatable content to the Glenveagh target audience across a mix of high-impact formats and engaging native content. The partnership included the following:
- An 8-week podcast series.
- An informative and educational native content series.
- High-impact digital display, which used our Property Spotlight, a disruptive market-first format, delivered a unique, interactive, and highly visual platform to showcase Glenveagh’s new developments and high-impact takeovers supported by sophisticated targeting.
- High-impact CPM takeovers with sophisticated targeting in place.
- Social amplification across Facebook and Twitter encouraging click-through and engagement with the podcast & native series.
- A dedicated Hub housing all campaign content, native articles, podcasts, interactive maps, displays, etc.
Results
Removing the mystery of first-time buying and giving first-hand expert advice, the campaign educated its target audience on all elements of house buying underpinned by the Glenveagh core values. By working together, this campaign brought rich content to first-time buyers and positioned Glenveagh as a developer of choice.