The Challenge.
Persimmon Homes are one of the top five UK home builders but had the challenge of increasing their brand awareness and relevancy in an increasingly competitive market, that is highly incentivising offers for house buyers.
Previous paid media activity was fairly limited to localised campaigns and focused digital media channels including search and social media.
The Solution.
We identified premium video as a channel that could drive effective awareness amongst key first time buyer and family audiences; driving exposure in a high quality environment, building trust and consideration and inviting response.
Teaming up with ITV allowed us to;
- Capitalise on ITV’s regional superpower, targeting areas of the UK where Persimmon Homes developments are located.
- Deliver significant paid media value through ITVs Backing Business initiative, whereby ITV net match funded campaign spend, boosting their value, exposure and effectiveness.
- Identify high value segments within the house-buying market, targeting those groups that best aligned with Persimmons bespoke segmentation.
- Use full-funnel measurement to better understand the campaign’s incremental impact of customer enquiries on new homes.
The Results.
Conversion rate saw a strong overall uplift of 47%, with a major defined segment rising to an uplift of 74%.
The campaign drove 610 incremental enquiries, leading to a projected return on ad spend of £6.45
Prompted consideration rose 50%, which led to Persimmon Homes rising to the top of their competitor set
