BlogsThe Drum Awards 2024 Finalist!
We’re beyond excited to announce that we’re finalists at this year’s Drum Awards! Our integrated campaign strategy for Waterside Holiday Group was shortlisted in the Social: Integrated category.
The Drum Awards celebrate outstanding achievements in marketing, advertising, and digital media. Recognising creativity and innovation across various sectors, the awards bring together leading professionals and organisations from around the globe. Winning a Drum Award is a mark of distinction and recognition within the industry.
We are extremely proud of everyone involved, as this nomination speaks volumes about the quality of our work and the power of our results. You can read our awesome work here.
The results will be announced on November 5th, so watch this space.
3 minute read
2nd October 2024
THE CAMPAIGN
Waterside Holiday Group needed to drive leads and purchases of their luxury holiday homes. Facing aggressive year-on-year sales targets, they needed to find a way to differentiate their parks from a range of larger competitors right on their doorstep.
To succeed, our approach needed to:
- Identify a creative insight that could differentiate Waterside’s product in a highly competitive local market, where pricing and offers dominated the conversation.
- Deploy this killer idea as an integrated Social strategy that delivers a cohesive experience across channels — from first click to final sale.
Our final product was an end-to-end integrated strategy that delivered:
- 1,984 leads at a 58% reduction in cost per lead
- A 167% increase in conversion rate
- £2.5 Million in sales in 9 months
How?
A potent mixture of creative strategy and considered digital tactics. Through in-depth research, interviews with current owners, and social listening, we identified two key insights: 1) most owners lived under two hours away, and 2) they valued the lifestyle and community aspects of ownership more than the homes themselves. Buying a holiday home meant a quiet retreat, forming a community, and quality time with loved ones.
This insight informed a creative concept inspired by the idea of “A home away from home”, and an integrated end-to-end digital campaign.
The campaign was a huge success; the combination of a pivotal creative insight, integrated strategy, and social storytelling delivered outstanding results and laid the foundations for Waterside to build their lead pipeline for the six months ahead.
