ABOUT THE PROJECT:
When the National Association of REALTORS first came on as a client, they didn't have any consumer facing social media accounts. So we created a few — Twitter, Facebook and Instagram, to be exact — and we flooded these channels with content that disrupted, educated and informed current and potential home buyers. Over time, we didn't just position REALTORS as an online resource for buying & selling; we aimed to make them a go-to brand for all things home and insert the brand into existing social conversations.
CREDITS:
Client: The National Association of REALTORS
Agency: Arnold Worldwide
Executive Creative Director: Sean McBride
Creative Directors: Josh Kahn & Nate Donabed
Art Director(s): Ashley Herrin, Jamie Malnati
Copywriter: Liz Breen
AWARDS:
2017 HATCH Award, Social Media: Multi-Platform — Merit
PLAYING TO THE PLATFORM:
Though we often thought about content that could work well across multiple platforms, we also created content that was exclusive to a certain platform and utilized a particular feature of that platform.
TAP FOR SOUND
This video series was posted to Facebook and Instagram and made the "Tap for Sound" feature the crux of the creative. The video shows a picturesque home, but tap for sound, and you get a whole different perspective, proving a listing never tells a home's full story.
TAP TO REVEAL WHAT'S HIDDEN
This Instagram execution showed potential homeowners all the things that could be hiding in a house, things they wouldn't even know to look for, like pests, mold and extreme weather.
First, we created 11 "ghost accounts," each named for one of these hidden issues. Then we tagged the ghost accounts in a photo of a home posted to REALTORS' Instagram page. By clicking on the tag, the user would be directed to the ghost account, where they would find tips on how to handle these issues.
This was the first time a brand had utilized the tag feature in this way. We know because Instagram called us up to chat about it.
FULL PICTURE CAROUSELS
We used Facebook & Instagram's photo carousel ad units to show what might be lurking outside the boundaries of a listing photo. The four carousel slides created one seamless panoramic image, gradually revealing the home's potential deal breaker.
