{"id":8311,"date":"2021-06-16T11:05:21","date_gmt":"2021-06-16T10:05:21","guid":{"rendered":"https:\/\/the-cma.com\/?post_type=case-studies&p=8311"},"modified":"2022-05-06T11:41:54","modified_gmt":"2022-05-06T10:41:54","slug":"best-social-media-zoopla-fort-challenge","status":"publish","type":"case-studies","link":"https:\/\/the-cma.com\/case-studies\/best-social-media-zoopla-fort-challenge\/","title":{"rendered":"Best Use of Social Media B2C 2020: Zoopla Fort Challenge by Lucky Generals"},"content":{"rendered":"\n
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Brief<\/h3>\n\n\n\n

At the start of March 2020 things were looking positive for Zoopla<\/a>. In January and February, we\u2019d run a fully integrated marketing campaign backed by a new brand positioning demonstrating that we know what a home is really worth. <\/p>\n\n\n\n

This activity had resonated well, and our brand tracking results showed consideration had gone up as a result of the new positioning. <\/p>\n\n\n\n

Then the coronavirus lockdown happened. <\/p>\n\n\n\n

When everyone was ordered to stay inside, moving home became impossible. All property viewings were banned and the market was suspended. The momentum we\u2019d generated was lost. <\/p>\n\n\n\n

In order to succeed and maintain brand consideration when restrictions eased, we\u2019d need to nd a way of engaging home hunters during a frustrating and distressing time. And we\u2019d need to do it with a small budget\u2026 <\/p>\n\n\n\n

And so, the Zoopla Fort Challenge was born. A social, influencer-led competition encouraging the stay-at-home UK public to get creative by building and sharing ‘forts’ within their homes and gardens. <\/p>\n\n\n\n

The objective of the campaign was to reach and engage as many home hunters as possible during a time when they\u2019d had to put a move on hold because of the coronavirus pandemic.<\/p>\n\n\n\n

We had a relatively small budget and targeted +5m impressions and +25k engagements across the 6-week campaign. We also targeted a below-benchmark blended CPM across Instagram and Facebook for our media spend. <\/p>\n\n\n\n

Solution<\/h3>\n\n\n\n

We decided to help frustrated home hunters – many of whom were stuck at home with kids – to \u2018move\u2019 in a whole new way. And so the Zoopla Fort Challenge was born. <\/p>\n\n\n\n

Over six weeks at the height of the coronavirus lockdown we used Instagram and Facebook to invite the nation\u2019s wannabe movers to create homes within their homes. <\/p>\n\n\n\n

‘Forts’ was launched through the social followings of a range of influencers. <\/p>\n\n\n\n

Rosie Ramsey, who has a dedicated following of over 600k, was our highest-prole recruit but we also worked with Fritha Quinn, Kerry Villiers, The Dadsnet social community of parents, and a variety of micro-influencers with smaller but highly engaged followings. <\/p>\n\n\n\n

Each of them invited their audiences to build a fort and to share it on social using #ZooplaFortChallenge to be in with a chance of winning homeware vouchers or a luxury UK holiday post-lockdown. <\/p>\n\n\n\n

We supported our influencer activity with fresh social ads throughout the campaign – each updated with new forts created by the public – and celebrated weekly winners with dedicated posts and email reveals. <\/p>\n\n\n\n

We also kept up a lively stream of organic content and positive community management on our own channels to engage existing followers. <\/p>\n\n\n\n

We encouraged Zoopla employees to get in on the act, creating their own homes at home, as well as our estate agent community. <\/p>\n\n\n\n

At the end of the competition, we released a compilation film that celebrated the incredible new homes that had sprung up across the UK and crowned our jungle-fort winner. <\/p>\n\n\n\n

There was signicant risk to putting all our marketing spend during lockdown into a campaign that would live or die by the amount of user-generated content produced. <\/p>\n\n\n\n

Thankfully, the campaign really struck a chord with the public. We saw social inuencers joining in (with no contact from Zoopla or money changing hands) after they saw other (paid) inuencers building forts. <\/p>\n\n\n\n

We also left no stone unturned in driving awareness of ‘Forts’, including jumping on the Star Wars-themed #MayTheFourthBeWithYou day by lining up our cockapoo influencer to post his fort on that day.<\/p>\n\n\n\n

The amount of forts being built – and the amazing efforts people went to to Zoopla-fying them – was fantastic to see.<\/p>\n\n\n\n

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