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Shared Ownership Month

We worked with Co-Ownership Housing to develop and coordinate a month-long campaign to promote their shared ownership scheme.

The campaign, Shared Ownership Month, was an integrated outreach campaign featuring media relations, media partnerships, social content, influencer engagement, email marketing and advertising.

Media partnership

We managed a paid media partnership with Belfast Live. This partnership included editorial, complemented by social media. The partnership included a Q&A interview, an interview case study with a local family who have experienced the transition from tenant to homeownership through the Co-Ownership scheme, an all-encompassing complete guide to Co-Ownership, and an Instagram gallery.

Influencer engagement

We coordinated influencer engagement, including engaging important intermediaries, and a roadshow of meetings with political representatives.

Social media toolkit

We developed a social media toolkit containing social media assets (optimised visual assets, video) and an email signature that was issued to key influencers – estate agents and solicitors –  throughout Northern Ireland to remind them of the scheme and to involve them in the campaign through web and social.

Results

Media coverage achieved included interviews on BBC, prominent media coverage in the NI daily newspapers, features in monthly magazines, a wide range of digital coverage, and dozens of hits in key regional media outlets.

As a result of the campaign, Co-Ownership had record engagement levels with potential customers, unprecedented political engagement, and spikes in traffic to its website and events.

Shared Ownership Month

Shared Ownership Month

Co-Ownership Housing, Shared Ownership Instagram Graphic

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