Project brief.
Trade Me Property is one of New Zealand’s most loved brands and with their 10th Birthday Celebrations looming, the team at Trade Me Property approached Engaging Partners to assist with a content programme to leverage and extend the campaign beyond the immediate promotion. The campaign objective was to attract a unique audience and through engaging, useful content, encourage people to ‘dig further’ and fall in love with Trade Me Property.
With just three weeks notice from board approval to campaign launch date, we had our work cut out for us to not only develop a compelling content strategy and plan, but to execute high-quality content that complemented the above-the-line creative that would resonate with TMPs personas.
It was truly a team effort. Working with a fabulous client and collaborating openly with the ATL agency, website developer and the wonderful comms and social media teams at Trade Me Property, we delivered 6 weeks of content covering a variety of topics important to the key campaign personas. Each week, we published three different content pieces that varied in format from video, slideshows, infographics and blog posts. The production plan was extremely tight but came together with a closely managed timeline and commitment to deadlines from all parties.
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