The Goal
To raise awareness for the Morrison Homes brand and their various developments amongst Calgarians, while ultimately increasing customer engagement in the form of lead generation.
The Campaign
Curiocity executed a well-rounded three-month campaign that consisted of production, article publication through the form of advertorials and sponsored guides, and advertising on both Instagram via the feed and stories, and Facebook. The campaign was kicked off with production to capture assets of Morrison Homes’ diverse variety of property styles. Advertorials and sponsored guides were alternated in order throughout the campaign, published in tandem with the advertisements.
The Strategy
Curiocity centred Morrison Homes’ campaign around the advertorials and sponsored by guides on Curiocity’s Calgary site. The advertorials were focused on highlighting Morrison Homes’ customer incentive offer, with the goal of generating customer leads.
Advertisements were consistently run and in conjunction with article publication for maximum exposure and impact over the three-month period. The sponsored guides were used to promote Calgary communities and local staycation activities, while highlighting Morrison Homes’ customer incentive offer. The advertisements were focused on the article topics, strategically utilizing Curiocity’s link in bio feature on Instagram, further amplifying the articles, encouraging additional reads
The Results
Curiocity’s campaign successfully resulted positively for Morrison Homes, increasing completed lead generation forms and ultimately future home buyers. Curiocity’s campaign also generated a meaningful amount of engagement, positioning Morrison Homes as a trusted local developer in the community.
