Mission10 picked up the Marketing Magic award at this year's Northern Star Business Awards, and were presented the title by sponsors True North.
Kirkwood Homes is an Aberdeen-based homebuilder, with developments across the city, shire, Broughty Ferry and Fife and a track record of more than 30 years,
“Bringing Quality to Life” is Kirkwood’s strapline and was at the heart of a campaign to engage budding home buyers, showcase the quality of Kirkwood’s homes and inspire them to choose Kirkwood and ultimately increase sales.
As well as the product, the campaign shone a light on the lives of those who surround it from Kirkwood team members who design, build and sell the homes, to the individuals, couples and families who will live and grow inside them.
It focused on the consideration and decision stage of the sales funnel - people actively researching and reviewing options for moving home and those already in discussions with Kirkwood.
It involved content marketing, digital advertising and website optimisation - all mapped out to provide a strong journey which maximised the potential of attracting high value people to the website and generating and nurturing leads.
The campaign was a resounding success and included, in June and July last year, achieving 1,594 landing page visits, 35,904 blog post visits with 30 leads directly generated. Other successes included 671 views of a video showcasing everything which goes into creating quality homes and how it has an impact on customers’ lives.
During those two months the campaign influenced 37 won deals totalling £13.8million revenue.
Facebook, Instagram and Google were also used.
Although they knew their customer stories would be engaging, the level of interest achieved far surpassed their targets.
They believe photography was key to this success with a unique style and approach which ensured each home looked desirable and of high quality, but also captured real, authentic moments of the residents which did not appear staged.
Customer stories are now a pillar of Kirkwood’s ongoing marketing strategy and are built into the after-sales process. These articles are driving positive results every day, and Kirkwood will continue creating new stories and marketing them for years to come.
By actively seeking more customer stories they now have a deeper understanding of how they can better support future customers' home buying journeys and have invested in new digital technologies to enhance their home buying experience.
These results demonstrate that creating content in an authentic, human-centred way is key to engaging your target customers and enticing them to take a desired action.
The finalists
The other finalists in the category were:
- Korero PR
- Lawrence of Kemnay
- Tricker Communications
- VisitAberdeenshire
Click here to view the finalists video.
About the sponsor
True North provides impactful advocacy, policy and communications advice to a range of businesses and organisations.