Creative take on the 12 Days of Christmas

StyleCraft Homes is one of the few builders in the Richmond area that still builds new homes on spec. And although they weathered a very difficult economy better than most in 2010, they were left with several beautiful move-in ready homes sitting empty as the end of the year approached.

In early December, StyleCraft came to us with the challenge of driving as many eyes and as much traffic to twelve specific priority spec homes as possible by the end of the year.

Our Strategy: Create StyleCraft Homes’ very own version of the classic Christmas carol, The Twelve Days of Christmas. I mean, who really wants 11 Pipers Piping for the holidays anyway, right?

Campaign Elements: The campaign consisted of the following:

  • a series of print and online banner ads
  • a custom daily eNewsletter
  • content developed for StyleCraft’s two websites: StyleCraftHomes.com and their blog, StyleCraftSays.com
  • Facebook ads targeting specific consumer profiles in the Richmond area

Samples of the creative elements are below.

The campaign launched with teaser print and banner ads followed by a new set of ads for each of the 12 days leading up to December 25. Each morning, an eNewsletter was sent out to REALTORs and prospects who have opted in to their email list. Web content across StyleCraft’s sites was also updated daily to highlight a specific spec home that was available for sale.

Results:

  • Visits to StyleCraftSays.com during the 12-day campaign increased nearly 1300% over the 12-day period leading up to the launch of the campaign, with a 778% increase in pageviews and a 25% increase in the percentage of new visitors.
  • Visits to StyleCraftHomes.com increased nearly 54% over the 12 days prior to the campaign with a 55% increase in pageviews.
  • Over 62,000 emails were sent with an open rate of 10% and a click through rate of over 11%.
  • Our Facebook ads garnered over 2.1 million impressions with a strong click-through rate of 0.021%, and in December, 2010, activity among StyleCraft’s Facebook fans increased 48% over the previous month.

Sample Creative:
Campaign teaser ads

Campaign eNewsletter treatments, interactive and web promotions