4Ward ran an exciting brand awareness campaign aptly named ‘Home Smart Home’ between August and October this year. The campaign was intended to create brand awareness and generate engagement with the 4ward Design brand via an amazing R60 000 home theatre prize.
The campaign was highly effective. It resulted in noteworthy increased traffic to the 4Ward site, a very happy winner and some highly creative smart home technology ideas from entrants. This post will outline what the campaign was all about.
How Did the Campaign Work?
We partnered with SA’s leading website in the property sector, Property24.com. The competition mechanic was incorporated onto a dedicated competition page on Property24’s website, where entrants were asked to ‘share your home technology idea to win.’ The thinking was to get users to generate ideas and content around transforming their homes into smarter spaces through technology. Having entrants get creative around how home automation technology could improve their lives presented some really interesting concepts!
The prize was an incredible R60 000 high-end home theatre system. There were also weekly spot prizes available to entrants, sponsored by Property24. The weekly prizes were 3 Samsung Galaxy tablets and 2 iPad Mini’s, fitting technology items. The ‘Home Smart Home’ technology competition launched on the 18th of August, and the lucky winner was announced on the 3rd of October.
These weekly announcements maintained buzz around the campaign and resulted in numerous happy winners throughout the period, something we like to see at 4Ward.
The weekly winner announcements also resulted in additional social media content and sharing amongst both Property24 and 4Ward communities.
Media Partnership with Propety24.com
Property24 was an ideal media partner for the campaign. They have a following amongst new and existing home owners, property developers and tenants. Which new homeowner or tenant wouldn’t want a high-end home theatre system for their new home?
- We generated 1,920 entries
- 6x articles were published on the Prop24 site educating their audience about home automation and smart home technology thereby positioning 4Ward as experts in this field.
- Brand association with SA’s leading online property site
- Creative thinking around smart technology from a key audience
- Building a strong opt-in email database
- A competition banner on Property24’s Facebook page, viewable by a 62 000 strong community
- Competition banner in the Property24 newsletter, which goes out to 36 000 subscribers
- Weekly branded competition shout outs to Property 24’s Twitter, Facebook and Google+ communities
- 6 evergreen articles on the Property24 site with the following number of article reads:
‘How to Prevent Load Shedding Damage’ article : 573
‘Safe and Secure Home Automation Tips’ article: 905
‘DIY Surround Sound System Setup Guide’’ article: 976
‘5 Retrofit Home Automation Tips’ article: 1 226
‘10 Tips for the Ultimate Home Theatre’ article: 1 656
‘Save Energy with Home Automation’ article: 2 466
When comparing site stats for the 4Ward website year on year over the campaign period (18th August 2013 – 3rd October 2013 vs 18th August 2014 – 3rd October 2014), we can see the following:
- Sessions increased by 219%
- Users on the site increased by 320%
- Page views increased by 143%
The winner of the competition was Lindy Branthwaite from Johannesburg. She very happily received the state-of-the-art home theatre system with her creative home tech ideas (below). Her ideas revolved around home automation, energy management, efficiency, safety and convenience. Her home received a welcome upgrade and she can now entertain and enjoy home entertainment on a whole new level.
Lindy’s winning competition entry
Lindy receiving her prize from 4Ward’s Co-Founder, Darryl Katz
Lindy’s new home theatre system in her home
This was an important culture and brand-building exercise for 4Ward. We widened our social community to other tech-loving individuals, property developers and homeowners alike and most importantly, had the pleasure of giving back to those engaging with our brand.