Page 37 - The Nationals - 2018 Gold WInners
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BEST OVERALL ADVERTISING CAMPAIGN
GOLD AWARD
Community first launched in 2015. Two years later, Esencia
required a powerful re-launch to introduce 12 new neighborhoods.
Prospective buyers include young couples, families and the
55+ crowd, all with diverse needs and desires. Esencia needed
to maximize awareness of the new neighborhoods, community
amenities, RanchLife community programming that specifically
targeted a variety of mediums to drive traffic to the website and
social media platforms increasing lead generation and sales.
Solution: Having a fully formed community as a voice to invite new
prospective buyers offered a rare opportunity to speak from the
perspective of the residents, rather than the builders or community.
Rancho Mission Viejo – The Village of Esencia Residents had already been enthusiastically sharing their love of The
#TheRanchRocks
Ranch on social media. #TheRanchRocks campaign enlisted actual
Rancho Mission Viejo, CA
Esencia residents sharing how they enjoy their neighborhoods and
Developer: Rancho Mission Viejo
live The Ranch life using the imagery and language of social media.
Marketing Director: Nadine Corrigan
Ad Agency: Greenhaus Marketing Agency
Results:
(January – July 2017)
PLAY VIDEO
• Website traffic increased by 35% to 278,000
• Generated 2,800 leads through the website and social media
• Facebook:
• Impressions: 4,005,077
• Engagement: 34,077
• Link Clicks: 15,123
• Video Views: 179,000+
• Home sales increased by 60% (compared to same time frame, 2016)
SILVER
AWARD
Crystal Valley
Friday Harbour
Castle Rock, CO
Innisfil, ON, Canada
Builder: RainTree Investment Corporation
Builder: Geranium; Pemberton Group Marketing Director: Ramey Becker
Ad Agency: The Brand Factory
Ad Agency: Milesbrand
Tradebark Campaign
Avora at Port Imperial
Sacramento, CA
Weehawken, NJ
Builder: Taylor Morrison
Marketing Director: Leslie Kilmer Builder: Landsea Homes
Marketing Director: Gabe Pasquale
Ad Agency: Augustine
Ad Agency: New World Group
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