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Case study

Project:

Shared Ownership Week 2018

Client:

Shared Ownership Week

Raising hopes for young homebuyers

For the fourth successive year, Shared Ownership Week commissioned The Oracle Group to harness the power of PR, and social media as part of an integrated content campaign to raise the profile of shared ownership as an alternative way to buy a home. The campaign commenced in July and ran until the end of September, increasing in activity during the actual week, 20th – 26th September.

As a platform to raise awareness of and inform home buyers on the benefits of purchasing a home through shared ownership, the campaign was designed to communicate to those confused about or unaware of the scheme, particularly targeting younger audiences, new to the property market.

The Oracle Group started by identifying a famous face to front the campaign – someone who would resonate well with the target audience – broadcaster and presenter Reggie Yates ticked all the boxes as someone with a great public profile to boost the campaign, and someone who could put a personal spin on home ownership. Working tactically with Reggie Yates, The Oracle Group were involved in producing various types of content with the celebrity, to share across social media and for press and radio interviews. This included photo and video content from an in-depth interview; a radio commercial; and infographics. In addition, the influential Reggie posted regular content on his Twitter and Instagram accounts to promote the campaign and reach a wider audience.

During Shared Ownership Week, we reinforced our hashtag #SOWeek2018, which was shared a total of 1,677 times during the week, while the Twitter and Facebook profiles experienced 313 engagements per day. Additionally, 30 pieces of press and radio coverage were secured by the PR team, including 2 broadcasts on LBC Radio, 12 articles in print, including the Mail on Sunday, the I newspaper, the Metro, and The Sun; and 16 online articles, reaching an audience of over 5.5 million.

As an additional opportunity to raise the prolife of the campaign, and increase engagement, we ran a week-long competition on each platform, which saw Twitter, Facebook and Instagram exceed a reach of 1 million users.

Shared Ownership Week continued to spread, as we implemented a variety of quality, planned content, from engaging polls to a schedule of informative posts about the campaign and its’s 14 partners. Our social media expertise allowed for proactive management and participation of engaging activities, including live tweeting sessions and conversations around relevant and useful topics for the audiences, and the PR coverage across radio, national press and online helped to reach new audiences and raise the profile of the campaign and of shared ownership as a solution for young homebuyers.