Century 21 Adulting 101 Campaign

Objective

After nearly 50 years in the business, Century 21 Real Estate was looking to refresh its image and establish itself as an innovative and relatable brand with respect to millennial homebuyers. Our objective was to position Century 21 as a resource for millennials who were curious about the home buying process.

https://www.youtube.com/embed/KaEdN1Wlw5k?controls=0

Solution

One word: Adulting. Channeling inspiration from academia and infomercials, we created an instructional how-to series that showcased topics everyone must learn to conquer adulthood—from hosting a dinner party to folding a fitted sheet to, of course, home buying. In total, we created over 50 videos, articles, and quizzes, all housed on one microsite.

By creating an in-depth guide to help millennials tackle adulthood, Century 21 Real Estate was able to become a trusted resource for conquering life’s big and little challenges.

Results

• 6x more reach than prior year

• 5x more link clicks than prior year

• 73% decrease in CPV

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