Shared Ownership Week 2021

 

Background

The Oracle Group worked with The Media People for the 6th consecutive year to create Shared Ownership Week.  Talking to renters and those wanting to fly the nest from the family home, this event shouts from the roof tops about the scheme.

The Challenge

To create PR activity that would support the Shared Ownership Week marketing campaign, securing press coverage and a presence on social media.

The Oracle Group also co-ordinated content for the paid for editorial supplements in The Evening Standard, Metro and First Time Buyer Magazine, liaising with event’s 7 housing association partners to create engaging content.

 

The Solution

Whilst the objective of the media supplements was to educate potential buyers about shared ownership, we set out to complement this content with activity that would secure additional press coverage and boost social media reach.

Collaborating with interiors influencer Kelsey Heinrich, the campaign tapped into today’s first-time buyer aspirations and shone a spotlight on how to style and furnish your first home with limited funds.

Kelsey was set the challenge of furnishing a shared ownership living area on a shoe string budget of £500.  With her budget friendly, no-nonsense approach, she revealed exclusive interior style hacks to create luxe décor, without breaking the bank.  A first-time buyer herself, she was a relatable and relevant spokesperson for the event.

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"Excellent coverage and a fantastic collective campaign, promoting the greater good of shared ownership."

Qammer Hussain, Newlon Living

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The Results

 

Kelsey provided inspiration and expert advice in the form of reels, stories and grid posts on Instagram to her 177,000 followers.  She also wrote a blog for her website about her challenge, detailing where she sourced all the items used in the Shared Ownership Week living area makeover.  The Instagram stories received 83,497 unique views and her posts were viewed by 40,300 Instagram users.

Oracle PR also secured a three-page spread in Metro about the project, which featured key messages about the event alongside beautiful photography of the styled shared ownership apartment.  This featured reached 860,039 readers in print and an audience of 929,000 online.

 

The partnership with Kelsey complemented a survey about first time buyers’ saving habits, carried out to mark Shared Ownership Week, so a quote from her about the project was included in these results. This comment appeared in national press including The Mirror, The Express and The Sun.

Overall, the campaign attracted 15,500 new visitors to the Shared Ownership website and generated 2120 leads for partners.