Campaign with Influencer Jacqueline Mercer To Reach New Audiences for Housing Association Peabody
Peabody is one of the largest housing providers in London and the South-East and has been at the forefront of providing affordable housing for 150 years. They focus on working with communities and investing in places where people want to live, delivering at least 3,300 homes every year.
“The Oracle Group were tasked with creating effective exposure for The Pomeroy scheme in a competitive market and I couldn’t be more pleased with the outcome. The campaign gained a sizeable amount of coverage on and offline. It’s refreshing to work with the Oracle team – their commitment to excellence, creativity and out-of-the-box thinking has set a new benchmark in providing results-oriented PR.”
Nicole Brown, Marketing Manager at Peabody
The Oracle Group were tasked by Peabody to create a fresh campaign for The Pomeroy in Lewisham that would reach a new audience and position the development as an aspirational option for first time buyers.
The Oracle group created an influencer strategy that would add to the conversation around The Pomeroy with the idea of transforming the outside space of the development. At a time when homes were under the spotlight due to the pandemic, this tactic showcased that no matter the size of the space, every piece of the home can be used to the best of its ability.
Jacqueline Mercer, aka Tiny and the House, was recruited to inject some of her signature style splendour into the terrace of the developments show apartment, displaying how every patio, balcony or garden can become a mini oasis no matter the size or budget.
Contracted to one grid post and one story, Jacqueline shared the project with her Instagram followers. These posts reached an estimated 30.6K people and received 778 likes and 103 comments.
Strengthening the partnership, The Oracle team secured Jacqueline’s takeover of The Times Property’s Instagram account. The takeover involved three grid posts, all of which were centred around Jacqueline’s transformation of the Peabody terrace. This element of the campaign reached an estimated 185K people and all three posts received a combined 1,430K likes and 46 comments.
A career highlight for Jacqueline, she also posted on her story and grid (outside of contract) tagging Peabody and receiving a further 612 likes and 46 comments – resulting in further reach and exposure for Peabody and its development.
Further to online exposure, the team pitched in this campaign to a variety of print press. An exclusive Q&A was arranged with Metro and is due to be published in Spring 2021. This interview is estimated to reach 617K 18-44 year olds and 736K ABC1 adults, targeting the correct audience for Peabody’s The Pomeroy development.
Jacqueline was also placed as cover star of November/October edition of First Time Buyer Magazine. The four page spread featured an interview with Jacqueline where she discussed her love for interiors, the renovation of her own Victorian home and the benefits of Shared Ownership, she also explained how buyers can make the most of their outside space – further tying into the campaign for Peabody. This article reached approximately 55K first time buyers and had an AEV of £17,756.
Overall, this campaign was highly successful reaching an estimated total of 2,059,708 to date. Peabody saw an uplift in traffic to its website when each of the posts went live and a spike in traffic to The Pomeroy landing page too. A blog post was written for the Peabody website and generated 653 page views on the day it went live.
Tying the campaign together, Peabody ran an incentive at The Pomeroy where the first 10 people to reserve a home received a virtual consultation with Jacqueline upon completion. During this consultation Jacqueline will discuss how owners can utilise their outside space and provide them with a mood board of items to purchase.