Countryside is a leading UK developer with 60 years’ experience of place making and building communities.
The Problem
Whilst Countryside is a highly recognisable name in property development, it has only recently been active in the Sussex and Kent regions. So, our brief was to create a video that embeds Countryside’s positioning of Places People Love for their rapidly developing Southern division and to ensure that it has been seen by as relevant an audience as possible. We worked closely with the client to create a well-informed brief and then managed the process from initial storyboard to completion, ensuring every detail was covered and that the key messages of distinctive new homes built in stunning locations reinforced by excellent customer service was communicated.
The Solution
Once the video was complete, we devised a digital marketing strategy to ensure this excellent showcase was seen by the right people at the right time. The promotion of the video took place via YouTube and Facebook and was accompanied by the utilisation of other digital channels and formats, including search and display.
Although the primary aim of the campaign was to increase awareness, the campaign also opened up remarketing opportunities to encourage previous customers to enquire about current developments.
Display advertising was split into two key strands; awareness and remarketing. For the awareness activity, two ad groups were adopted in the form of custom-intent and in-market. The ad creative differed slightly, in terms of ad copy, to promote the individual counties we were targeting.
Due to the increased flexibility, in terms of ad creative, Facebook promotion was not only used to promote the video but also increase website traffic with the adoption of carousel ads. The channel was also used for remarketing activity as well as awareness promotion. The ad creative for the remarketing ads adopted similar styling to display, focusing on the emotive aspects of purchasing a Countryside property.
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What the client said
From start to finish Jacob Bailey did a great job with this project - our video paints the perfect picture of what it’s like to live in a Countryside home.
Sophie Fitzgerald, Associate Director of Sales & Marketing, Countryside Properties
