The Brief
Launch the Real Estate Authority’s new Government backed site for buyers and sellers Settled.govt.nz Drive high traffic volumes to site to establish the new brand in search for key search markets.
Response
An integrated content strategy, developing and drawing on target personas to serve each target audience with a custom user journey and hyper relevant media mix, improving overall awareness of Settled.govt.nz; increasing time on site and share of voice in organic Google search.
A three phase approach, beginning with foundational on site content, transitioning into phase two promotion of buyer/seller information, and the third phase, optimisation of the activity to ensure greatest ROI.
Media Mix
- Long form site content
- Site video
- Social video & promotion
- Sponsored content
- Display and premium native content
- Influencer marketing
Results
- High traffic volumes from launch, through phases 2 and 3.
- Successful influencer campaigns, generating qualified traffic and repeat users.
- Improved brand awareness and share of voice.
Elyse Robêrt 