Adulting Campaign
Objective
With almost half a century (no pun intended) of experience in the industry, Century 21 Real Estate aimed to refresh its image and position themselves to assure millennial homebuyers that owning a home is more than just a dream. Our goal was to establish Century 21 as a go-to resource for millennials to consider in the home buying process.
Solution
One word: Adulting. We took inspiration from academia and late-night infomercials and 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 (because who doesn’t struggle with that), and of course – home buying. We created a microsite that housed over 50 videos, articles, and interactive quizzes, and interviews with real adults to create a full 360 social campaign.
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.
Impact
• 6x more reach than prior year
• 5x more link clicks than prior year
• 73% decrease in CPV
