With a new tool launching on the Rightmove website, we were tasked with deepening association for Rightmove around valuations, by highlighting the new Renovation Calculator.
We leveraged the existing #RightmoveVSNow trend to boost visibility and search, working with two core archetypes to land awareness of the renovation calculator in a way that felt authentic to creator channels. Paid media supported with an awareness building phase to extend the reach of the campaign to the millions, followed by a traffic driving element where budget was optimised towards the audiences and creatives that best drove clicks.
Our Brand Lift study showed that the influencer content was successful in significantly lifting awareness of the Renovation Calculator by 23%. Paid CTR was 47% stronger vs targets and paid CPC was 35% more efficient vs targets. The halo effect of the campaign also encouraged organic UGC, which drove an additional 12.7K worth of engagements as a value add.
