New Homes Week 2019
Home Builders Federation (HBF)
New Homes Week 2019
New Homes Week is one week of the year dedicated to promoting the numerous benefits of buying a new-build home.
In previous years, the campaign has focused on the practical gains of buying a new home, but this year we decided to highlight the blank canvas that buyers enjoy. So, we injected a splash of colour and general fabulousness into the proceedings and enlisted the help of well-known interiors stylist and lover of bold designs, Sophie Robinson, for this year’s integrated PR and digital activity.
Illustrating the pure delight that buyers can experience as they transform their new place into a home, Sophie shared her style inspiration for new-build homes specifically in three films targeting our audiences of first-time buyers, families and ‘right-sizers’. With tailored advice for each group, Sophie revealed her decorating tips and insight into the fantastic opportunities new homes provide to refresh your style and relish the freshly decorated space. This engaging content was shown on the New Homes Week website and teased on social media, where the huge range of new homes available up and down the country were showcased. The press campaign also featured research supporting our messaging and revealing that 69% of buyers can’t resist the draw of no DIY and a blank canvas.
Competitions and further practical information in the form of infographics about the benefits of buying new also contributed to the content shared digitally.
The results proved that working with an influencer who has an established following and genuine passion delivers successful results.
The campaign secured 9 pieces of targeted press coverage including The Mail Online and the front cover feature of First Time Buyer Magazine. Digital results included a 37% increase in new users on the New-Homes.co.uk website from social media sources with sessions up 25% from 2018, a 78% increase in Facebook fans and an 84% increase in total engagements year on year.