Martin Communications > Results

Project Overview • Color Your Happy

Savvy Homes, a regional North Carolina homebuilder, regularly hosts grand opening celebrations at new communities. And Stone Briar, a community in Clayton, NC, was no different except that there is tight competition in the area. Our team was tapped to create an engaging campaign designed to drive web traffic that would support sales.

From Creation to Execution...

From creation to execution, "Color Your Happy" was an award-winning campaign that thoughtfully engaged both consumers and realtors in a brand-centric way, playing off a brand message of "Find Your Happy." Consumers who toured SAVVY Homes' Stone Briar community were entered to win interior paint for the whole house from Sherwin Williams.

Target

Realtors, an important audience target for new home sales, were offered "Two Ways to Color Your Happy"—a benefit to the agent and their buyer. By bringing a client to tour the community the agent was entered to win a fall weekend getaway while buyers could enter to win the grand prize.

Success

We achieved our goal to increase website traffic and therefore community traffic. During the campaign, by way of all media used including radio (on-air and online), Pandora, digital banners, social media and website banners, this campaign produced a web traffic increase of 15.92% and accounted for more than 20% of new users.