Home Truths

Cs zoopla
Share Twitter | LinkedIn

The Challenge

We were challenged to support the launch of Zoopla's new 'MyHome' platform, a unique tool for homeowners to understand how much their home is worth, track homes and keep up to date with local market insights. Valuations and tools have long been a key USP for Zoopla, and a point of difference against key competitor, Rightmove.

Our challenge was to strengthen this association amongst high-intent homeowners starting to think about moving - taking Zoopla out of the property pages to ensure we stayed front of mind amongst our target audience.

The Solution

We identified that our target audience are mostly triggered to move home by pivotal, emotional life changes - from planning a family to starting a new job. Yet many were unaware of the financial value of their homes. We developed 'Home Truths'; a creative storytelling platform designed to balance the 'head and the heart' for high-intent homeowners - positioning Zoopla both as an emotionally engaging, human brand which understands the real life reasons that people choose to move and a business that has the insights and tools to help them think smartly about the real financial worth of their homes.

We developed a series of research-led news stories, using creative use of consumer data and Zoopla’s market-leading research to deliver a sustained flow of emotional storytelling. We tapped into genuine insights from homeowners, from choosing a home to get children into schools to using property portals to snoop on the home values of neighbours and friends, to cut through into 'front of book news and keep Zoopla front-of-mind in front of a new audience of homeowners.

Zoopla copy

The Impact

270% coverage increase - 108% more than RightMove
National awareness of the MyHome platform increased by 9%, and usage by 180%
20% of site-wide valuation leads driven by marketing activity
20% growth in coverage in key titles for target audience vs previous year (TGI data)
50% of print coverage achieved landed in first 5 pages of the paper
broadcast hits, including spokesperson interviews on LBC News, Sky News Radio and GB News

Similar case studies.

Let’s work together.