LJ Hooker – You’re the Best Campaign

Billboard

 

Bus Advertisement

 

Microsite (home page)

 

Microsite (leaderboard page)

 

Facebook Page

 

Facebook Advertisement

 

Online Advertisements

 

Poster

 

Press Advertisement

 

Flyer

 

The winner – Ainsley Aitcheson

 

While working at Brio Group I was approached by the owner of LJ Hooker Cleveland, Redland Bay and Victoria Point to suggest ways they could build their database and increase brand recognition and goodwill in their local community. The aim of the campaign was to engage LJ Hooker’s target market in a new, exciting way that resulted in a new database the client can market to. We needed to build and develop a social media presence for the campaign and brand, that encouraged conversation and interaction.

The campaign had to have cut through in the very cluttered and sometimes cliché real estate marketing landscape, so we got creative. By playing on the ‘LJ Hooker, You’re the best’ slogan and brand colours (red, yellow and black), I developed the ‘You’re the best in the Redlands’ ongoing competition series starting with ‘You’re the Best Chef’.

It was integral that we developed a concept that was community focused, and most importantly engaging and ‘shareable’ through social media and word of mouth. We achieved this by producing an interactive ‘nominate, vote and win’ online campaign that celebrated locals and supported local businesses.

The ‘You’re the best chef in the Redlands’ competition encouraged the audience to nominate a local who they believed was the best chef, and spread the word to attract votes. The nominee with the most votes would win the major prize worth $2000. To create campaign excitement and appeal to the target audience we used bold, bright colours and fun, lively design for the website and all marketing materials. Multiple touchpoints (press, outdoor, digital) helped to build momentum and create brand and campaign recognition within the community. The website had to be extremely user-friendly, so the audience could easily nominate and vote in the campaign. The site also had to be ‘shareable’ and integrated with social networking channels to increase awareness and viral marketing opportunities – as media spend was limited.

The ‘You’re the best chef’ competition ran over eight weeks and resulted in hundreds of users signing up as well as thousands of votes for the local nominees. The Facebook Page, supported by Facebook Ads, grew to hundreds of fans within a short period who interacted with the campaign through this channel. We also wrote and pitched press releases and secured editorials in the local paper. Finally, the winners who were rewarded with foodie prize packages at local restaurants were thrilled and shared their excitement through social media, giving LJ Hooker even more PR.

I designed the:
Campaign Concept
Microsite Design
Online Advertisements
Press Advertisements
Bus Advertisements
Billboard
Poster
eDMs
Facebook Page
Twitter Page
Marketing Collateral

I also wrote the:
Taglines
Headlines
Creative Copy

www.yourethebest.com.au
www.facebook.com/yourethebest
www.twitter.com/ljhyourethebest

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