Turning a digital hub into a home
New home builder, Rawson Homes engaged Hardie Grant Media in 2019 to produce the print magazine INHABIT to elevate the brand awareness for potential buyers and future home builders. What eventuated from the two print magazines was a multi-channel approach to content that helped Rawson Homes differentiate themselves from competitors and nurture different types of customers through the home building process – with inspiration, advice and information.
HOW WE DID IT
Buying or building a home is an emotional decision – one that can come with hidden or unknown hurdles. Rawson Homes wanted to establish a name as experts in the home builder market. The challenge was to appeal to a wide audience – including older couples, young first home buyers and investment property buyers – at all stages of the home buying process.
By creating a digital hub for home builders – leveraging existing assets and creating new content – we established the brand as an expert in the home and lifestyle field. We combined aspirational home design tips and trends with practical building and finance advice in a series of regular blog articles, which were then repurposed with animation and video content across Facebook, Instagram and LinkedIn. This multi-channel approach aimed to satisfy the visual and inspirational appetite of prospective home builders.
During the multi-channel campaign, Rawson Homes saw a strong uplift in online engagement on the blog – via paid and organic posts on Facebook, Instagram and LinkedIn. The blog articles also leveraged existing partnerships with well-known brands through exclusive content.
"Dallas, Georgia and Kate have worked so well together to craft the initial case studies. They feel so much more dynamic!"
Nick Hardie-Grant, managing director