By amplifying brand awareness among an increasingly digital audience, Berkshire Hathaway HomeServices California Properties’ latest influencer campaign has earned the 2019 Hermes Creative Awards’ Platinum accolade, the most prestigious recognition for a marketing campaign.
The Hermes Creative Awards recognizes excellence in professional marketing and communication programs around the globe. Entries are judged independently for quality, creativity and resourcefulness. The Platinum award recognizes superior achievement in these categories.
San Diego-based digital marketing agency Power Digital Marketing (PDM) submitted the award-winning entry for an influencer marketing campaign with Berkshire Hathaway HomeServices California Properties. The three-month campaign set out to promote agents and various listings, as well as boost brand recognition throughout Southern California.
Throughout the campaign, influencers were tasked with sharing their home-buying and -selling journey with Berkshire Hathaway HomeServices California Properties by producing authentic and engaging stories and posts.
With exposure and audience growth at the forefront of the campaign’s objectives, PDM targeted tangible growth in four audience segments: home sellers, homebuyers, agent recruitment and open house publicity.
From Oct. to Dec. 2018, 11 influencers created content on Instagram to reach all four segments. Over the three-month period:
- The “seller” content received 10,435 total likes, 206 comments, 284,367 total story views, 1,850 total story actions and 326,544 total impressions.
- The “buyer” content received 8,941 total likes, 347 total comments, 37,591 total story views, 861 total story actions and 31,983 total story impressions.
- The “recruiter” content received 39,885 total likes, 268 total comments, 288,132 total story views, 413 total story actions and 318,606 total story impressions.
- The “open house” content received 670,233 total views, 11,755 total actions and 721,893 total impressions.
Key Performance Indicators (KPIs) taken into account for award consideration include total engagements, total story actions, total pieces of content secured and integration with paid social campaigns.
In selecting choices for influencer collaborations, PDM sought out Southern California-based influencers, ages 28-40, who represent the region’s prime home-buying and -selling ages. Keeping in mind that Southern California buyers and sellers come from a myriad of backgrounds, PDM selected influencers from various categories such as lifestyle, health and wellness, interior design and family-friendly content creators.
A relatively untouched channel of marketing in the real estate industry, influencer marketing proved effective in reaching new audiences and potential homebuyers, sellers and prospective REALTORS® through Instagram and Facebook advertising.
Today, Berkshire Hathaway HomeServices California Properties continues to offer influencer marketing opportunities in order to aid sales associates in listing promotion and exposure. Demonstrably, the campaign was successful in pioneering publicity from an entirely digital and formerly undiscovered audience. As a result of the partnership, Berkshire Hathaway HomeServices California Properties continues to bring a competitive edge to the realm of real estate marketing, and as an innovative leader in a continuously shifting industry and a rapidly progressive digital age.
For more information, please visit www.bhhscalifornia.com.
