The Building Industry Association of Greater Louisville’s Homearama draws up to 30,000 visitors annually for tours of high-end, custom built homes. Most guests are not planning to buy the homes but instead visit Homearama for an up-close look at current interior design and building trends.
The pandemic forced BIA to move Homearama 2020 to a completely online experience, with no cost for visitors. This shift happened quickly, and BIA needed to ensure high online engagement while collecting participant data for later retargeting. Additionally, BIA needed to ensure the move to an online format didn’t diminish the long-term reputation of the storied home showcase.
C2 Strategic developed an aggressive digital campaign to boost website traffic using online ads along with engaging social content. In the two weeks leading to the launch of the virtual tours, C2 Strategic ran targeted Facebook ads to build excitement among a younger demographic using teaser videos highlighting home trends. Earned media coverage, along with a radio ad campaign, connected with Homearama’s more traditional demographic of affluent adults over 40. This approach ensured a broad, engaged audience.
C2 Strategic paired robust earned media with engaging social media content, delivering 33,000 Homearama website sessions and nearly 29,000 visitors to the virtual tours over the campaign. Visitors spent nearly 26 minutes in the online tours (a typical website visit lasts just 45 seconds.) Click-through rates of nearly 3 percent more than doubled industry standards. C2 Strategic’s earned media outreach quadrupled the 2019 media mentions – reaching 4.2 million viewers in 38 news stories. High-performing organic social content paired with Facebook ads reached more than 400,000 people with 566,000 impressions.