A new take on an old idea.
With an option to add $40,000 in additional extras, Fairhaven’s promotional offer had the capability to tip new customers over the line. There was no question, it was a fantastic offer. The challenge they faced however was that many of their competitors regularly offer similar deals. In fact, even Fairhaven has run the offer over and over again. The whole thing was starting to feel a little ‘same-same’. How could we make it feel new and exciting in a saturated market?
Kick&Co came up with an idea to leverage off of Fairhaven’s partner suppliers, many of which are national household names including Brivis, Colorbond, Technika and Beaumont Tiles. Engaging directly with those suppliers’ marketing departments, Kick&Co negotiated cross-promotion of Fairhaven’s campaign across their social networks. Result? A cut-through campaign in a noisy marketplace boosted by trusted names in building. Honing in on specific premium upgrades also allowed prospective customers visualise how the offer would impact on their beautiful new home and the value it would add.
Engaging cross-promotional content.
The Kick&Co team executed a tried and true social strategy, mixing various image and video content across Fairhaven’s two biggest social channels: Facebook and Instagram. Our posts encouraged follower interaction with polls and questions combined with handy FAQ information, style inspiration and beautiful product videos. Learning from analytical data ‘on-the-fly’ meant we could post at optimal times, strengthening the campaign as it progressed.
We ensured Fairhaven’s suppliers were engaged by asking them to provide additional content and having them share our posts on their feeds.