Page 31 - The Nationals - 2017 Gold WInners

BEST SOCIAL MEDIA CAMPAIGN

The Empire Avalon social media marketing strategy aimed to raise awareness and

create excitement for the project’s arrival. The highly focused integrated campaign

assisted in the enormous success and sell out of phase one (218 homes) in less

than two weeks, and included the development of strategic content for Facebook,
Twitter and Instagram, as well as a project blog. The most notable marketing

initiative leveraged by the social media campaign was the Empire Avalon ‘Make a

Movie’ app that would enable users to generate and star in their own personalized

video about their life in the community.

This provided a branded, immersive and interactive experience that generated a

personalized video used to educate and entice viewers, and to spark social media

buzz and engagement.

Avalon
Objectives:
Caledonia, ON, Canada
• Build brand awareness, intrigue and excitement in a geographical location
By: Empire Communities
Empire Communities had not previously developed in
Marketing Director: Sue MacKay
Ad Agency: PUREBLINK
• Make a positive statement about the Empire brand and differentiate from the
competition

PLAY VIDEO
• Drive traffic and leads to the Presentation Centre

• Target Audience

• Homebuyers, specifically families, in Caledonia and the surrounding areas.

• Realtors/brokers, for whom the Caledonia marketplace was a bit “off the radar.”
• The community of Caledonia itself – we wanted to earn the support of locals.

• The media (local and trade) – which we needed to help raise awareness support.

Challenges:

• At the time of sale, the project site was entirely undeveloped, leaving no frame

of reference for prospects on the planned community
• Location of the development was virtually unknown to anyone outside the vicinity

Results: 302,190 Facebook Impressions/1,764 Facebook Engagements/
543 Facebook Likes

Sam Rodgers Homes
Bside
Toronto, ON Canada
Live Sam Social Media Campaign
By: Minto Group
Sarasota, FL
By: Sam Rodgers Homes Marketing Director: Diane Wallace
Ad Agency: Montana Steele
Marketing Director: Scott Neal
Strategic Marketing
Ad Agency: CEA Marketing

TEN50
Ashton Woods Social Media
Los Angeles, CA
Roswell, GA
By: Trumark Urban
Marketing Director: Carrie Schonberg (VP)/Chris Thornton (DIR)
Marketing Director: Mark Higgins and Tabatha Petersen
Ad Agency: Definition 6
Ad Agency: Allis Branding

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