Page 30 - The Nationals - 2018 Gold WInners

BEST SOCIAL MEDIA CAMPAIGN

GOLD AWARD

Challenge:

First launched in 2015. Two years later, Esencia required a powerful
re-launch to introduce 12 new neighborhoods. Prospective buyers

included young couples, families and the 55+ crowd, all of whom had

diverse needs and desires. Esencia needed to generate traffic and

drive qualified sales leads by maximizing awareness among these

specific targets.

Solution:

Craft a social media-inspired advertising campaign that showed life

through the residents’ eyes. Using real homeowners, the Esencia
Rancho Mission Viejo – The Village of Esencia
#TheRanchRocks marketing campaign promoted neighborhoods,
#TheRanchRocks

highlighted Esencia’s unique amenities and showed The Ranch
Rancho Mission Viejo, CA lifestyle in action. #TheRanchRocks campaign inspired residents

Developer: Rancho Mission Viejo and homebuyers alike using videos, microtargeted ads, influencer

Marketing Director: Nadine Corrigan
marketing, grassroots efforts and more.

Ad Agency: Zenzi Communications

Results:

Year over year, #TheRanchRocks social media campaign:

• Increased social engagement by 95% from 32,921 to 64,184

• Increased impressions by 30% from 5.7 million to 7.4 million

•
Increased link clicks to the website from social by over 56% from
19,359 to 30,209

•
Generated more than 2,800 leads through social media advertising

and digital efforts

• Generated 384% more video views, totaling 272,000 views

•
The 55+/Age Qualified segment delivered the highest online

conversion and generated the most leads

•
The Millennial segment was the largest segment to physically visit
the community

SILVER AWARD

The Plant
Crystal Valley

Toronto, ON, Canada
Castle Rock, CO

Builder: Windmill Developments and Curated Properties Builder: RainTree Investment Corporation

Ad Agency: Blackjet Inc.
Marketing Director: Ramey Becker

Ad Agency: Milesbrand

Lights, Camera, Engagement

Southern California
West

Builder: Brookfield Residential
Toronto, ON, Canada

Marketing Director: Mercedes Meserve
Builder: Aspen Ridge Homes

Ad Agency: Gunn | Jerkens Marketing Communications
Ad Agency: The Brand Factory

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