Best You Can Be
2021 Finalist

Best You Can Be

Herald Sun

Melbourne, Australia

Category Native Advertising

Media associated with this campaign

Overview of this campaign

The objectives for this campaign were twofold:

 

  1. To drive enrolment into the REIV’s Agent’s Representative Course in Real Estate

    With many Victorian’s forced into a position to reconsider their employment opportunities due to Covid-19, REIV positioned their offerings to building a real estate career as accessible and of high calibre and widely recognised. This needed to be delivered in a trustworthy environment that demonstrated the support and potential that a career shift into real estate has to offer.

  2. To shift perceptions of an industry that is often stereotyped as dishonest

    By working with trusted brands such as the Herald Sun and the AFL, and tapping into Victoria’s strong sporting culture REIV wanted to deliver an engaging proposition. Whether the audience was consumers considering selling, buying or renting or someone looking to enter the industry as a career, the REIV wanted to instill confidence that this industry had grit to get through the forced conditions of the pandemic.

To deliver the desired outcomes, REIV sought a media partner that could reinforce their messages with high impact executions to increase awareness. By working with the Herald Sun, Victoria’s go-to news brand, REIV could capture attention and drive users to seek more information about the REIV and its work in the industry.


Results for this campaign

With Victoria in Australia’s toughest lockdown, audience attention was firmly grasped by the Herald Sun. This provided a natural fit to meet their campaign objectives.

Throughout the Covid period in particular, REIV has delivered purposeful marketing that resonates with what is affecting consumers and the industry. This in itself shapes the perception of how the industry conducts itself, by supporting its people and standing up for the cause.

Over this time, this was achieved through a range of tones; from the informative and motivational partnership with the AFL Coaches Association through to the direct and confronting ‘Mr Premier’ creative.

The native content held significant engagement with an average dwell times ranging from 8-11min. Given that 2-4 minutes is considered a good result, this is exceptional. The high engagement shown by readers with the native content executions reflects the states’ passion for Aussie Rules (AFL) and the property market.

“The COVID period has been a difficult one to truly compare with anything.

The News Corp Digital Network has been a critical part of our overall communication strategy. The multiple approaches offered by the network allowed us to test, experiment and develop an approach that worked best for the brand. We tested a range of delivery methods – branded content, truskins, mobile displays, videos, social media amplification etc. Each approach gave us an understanding of our audience and their preferred method of interaction. This information will help us focus our brand exposure and drive greater ROI.“ - Sarika Bhalla, REIV Marketing Manager

 


Contact

To contact a company representative about this campaign, click here for the INMA Member Directory

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