The Brief.
CELEBRATE 10 YEARS OF SHARED OWNERSHIP WEEK WITH A CONTENT FIRST APPROACH
Throughout the last 10 years we’ve highlighted the path to property ownership for countless individuals through Shared Ownership, emphasising its widespread benefits. This year, our goal remained unchanged: to educate potential buyers about the scheme and challenge common misconceptions. We aimed to achieve this by crafting meaningful content and compelling storytelling, creating emotive narratives around Shared Ownership to inspire our audience.
The Challenge.
68% OF FUTURE FIRST TIME BUYERS HAVE NOT HEARD OF SHARED OWNERSHIP.
The current climate of high prices and financial worries, along with the fact that 68% of future first-time homebuyers don't know about Shared Ownership, highlights how rising interest rates are making buyers uncertain. This is happening in a changing environment for homebuyers, with many false beliefs about shared ownership adding to the confusion.
The Solution.
HARNESSING THE POWER OF CONTENT TO EDUCATE AND INFORM
Connecting with our audience: Using our deep understanding of media channels and social media, we were able to create content that engages, connects, and informs, and that is optimised for the channels and for the people who use them.
Educate: In our efforts to inspire and educate, our focus was on crafting compelling content featuring industry experts and well-known figures, fostering trust, and sharing important insights around Shared Ownership. Furthermore, we used ‘Edutainment’ content such as podcasts, informative infographics, and fact-packed blogs to educate our audience.
Awareness: By showcasing our partners across our Shared Ownership content, we were able to raise awareness of the products they have on offer and how these can help our audience. Finally, through our long-standing collaboration with Share to Buy, we were able to drive engagement towards the London Home Show.