2016 Silver Public Sector

Agency TMW Unlimited

Client Right to Buy Team - Department for Communities and Local Government

Campaign summary Make your home your own

Campaign overview

The majority of eligible tenants aren’t aware of the Right to Buy to Scheme. Budget to own reach and educate social housing tenants is limited. Previous campaigns had performed adequately, but the aim was to get more people than ever to use the scheme.

So how to maximise house purchases with reduced budget?

Strategy

More people needed to feel the ‘right to buy’ and tenants needed to see themselves as home owners.

Areas with a great deal of social housing were audited for current housing availability, category value and stock levels to see how to prioritise planned direct response bursts and maximise tenant conversion, reduce costs and deliver better ROI.

New audience segments were younger and more likely to interact with digital channels, so the campaign focused on direct response targeting to be matched online via digital fingerprinting.

The conversation continued on multiple channels, building on initial campaign momentum and enabling the delivery of a sustained experience to the new segments.

Two principal digital content hubs, Yahoo and the Government Trading Desk, were used to serve information about buying council housing with Facebook Custom Audiences used to capitalise on interest shown in digital channels.

Creativity

‘Make your home your own’.

The greatest barrier to tenants getting started on the housing ladder is a lack of home ownership culture in the family, so lead messaging focused on restoring belief that home ownership is attainable.

Personalised information kits helped tenants break from the social norms of their peer groups and carefully structured discounts would lead to responsible home ownership.

An omnichannel approach maximised relevance at each touch point, creating influential conversations for every prospect.

Ongoing analysis from the content hubs and digital display activity informed the media planning and creative execution for digital out of home and radio.

Understanding the content and messaging drove conversion at a campaign level, enabling the roll-out for a mass audience during peak periods to boost performance.

Results

An average response rate of 7.1% (nearly double the last campaign) from more than 115K prospects with an 85% eligibility success rate (10% improvement).

Door drop response rate was 0.6% from the 670K delivered, above the industry benchmark and an 82% uplift on the previous campaign. Eligibility success for this audience was 78%, an 11% increase compared to the previous campaign. Total cost per response from offline activity was £15.51, a reduction in 34% versus the campaign target.

Engagement increased (+166% vs. previous campaign) from over 40,000 tenants with a 16% uplift in conversion. Facebook Custom Audiences generated over 74,000 responses - equivalent to an engagement rate of 1.3%, significantly greater than the platform benchmark. Performance across all key metrics improved significantly with conversion rising to 8% (a 58% increase). The campaign generated 121,888 hand raisers to the scheme (345% increase vs. previous wave; eight times greater than target).

Team

Sally Schumacher (Data Planning Director) • James Bailey (Senior Campaign Manager) • Nick Owen (Data Analyst) • Lindsey Taylor (Senior Ac- count Director) • Mike Denzil (CRM Campaign Manager) • Jane Rennie (International Project/Efficiencies Manager) • Michaela Capanna (Senior Campaigns Manager) • Sarb Atwal (Marketing Manager)

Contributors

Lloyd James Media (List Broker) The Letterbox Consultancy (Door Drop Consultancy) Carat (Media Buying)