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Case Study: The Home That Made Me

Case Study: The Home That Made Me
09th December 2019

This is a project from Sam’s previous role as Head of Marketing and is a great example of outreach using influencer marketing, and taking content marketing to the next level. This is also the kind of strategy we can build for your business.

The Brief: Find new ways to spread brand awareness for holiday home and lodge sales. Marketing holiday homes is tricky as the UK market is saturated and the audience fairly jaded by overly aggressive marketing. Sam maintains awareness of current and emerging marketing trends and was early to spot the applicability of influencer marketing to the holiday market. Following research of suitable influencers, who were relevant to the industry, Sam put a plan together.

The Campaign: We approached interiors blogger, influencer, and content creator Charlotte Amor Valentine of www.thehomethatmademe.com and embarked on a long term campaign of holiday resort reviews, social media competitions, and the ultimate campaign; to work with the leading lodge manufacturer Prestige Homeseeker and design a limited edition ‘The Home That Made Me’ (THTMM) lodge.

Influencer Marketing: Resort review and launch of Instagram competition, encouraging people to share photographs of their home escape. Some examples are given below of posts created by THTMM following briefs given by the marketing team. Influencers can offer unique access to an audience, not easily targeted by conventional marketing and in a much more subtle manner. This project demonstrates Sam’s experience of successfully designing and executing a campaign of this type.

A Home Away From Home #MyHomeEscape*

 

View this post on Instagram

 

We’re home & feeling fully relaxed after our little holibobs to Cheddar with @darwinescapes, such an amazing weekend spent in a luxury lodge complete with hot tub ? swipe to see! Where do you go to unwind & chill out? Perhaps a room in your house that instantly calms you. This is mine & is probably my favourite room in the house for that very reason. We’d love to see your #MyHomeEscape so have teamed up to giveaway a 3 night break for up to 4 people PLUS an £100 meal voucher & 2x spa treatments at one of their 17 parks across the UK. All you have to do is upload a picture of your favourite spot & tell us why you love it. Make sure to tag @thehomethatmademe & @darwinescapes as well as use the hashtag #MyHomeEscape so we can view your entry. I’ll be judging & picking a winner on Sunday 24th September so head over to the blog to get the full low down. Please note that private Instagram accounts will have to fill out the form in @darwinescape bio (as well as read the full T&C’s) as hashtagged images are hidden #darwinescapes #ad #staycation

A post shared by Charlotte Amor Valentine (@thehomethatmademe) on

Inspiration blog post engaging with interiors audience –

Darwin Escapes THTMM Lodge – Inspiration*

Factory tour blog post giving people an insight in to the high standards of lodge construction –

Darwin Escapes THTMM Lodge – Design & Manufacture*

Finally the big reveal video, social media post, and blog post –

 

View this post on Instagram

 

The eagle eyed amongst you have already spotted this but I am so excited to show you the film shot on my @darwinescapes design project which has unbelievably sold before it was even released! The link to the full video is in my stories (swipe up) & I’m super excited to also tell you that a winner has been picked & announced from the wonderful entrees & it has officially been named ‘Baylyn Lodge’ by Lucy Murphy who the Darwin team will be in touch with tomorrow. Enjoy me looking super awkward ? #thtmmlodge #baylynlodge #ad

A post shared by Charlotte Amor Valentine (@thehomethatmademe) on

 

View this post on Instagram

 

I could not be more excited to reveal the beautiful limited edition ‘The Lodge That Made Me’ I’ve been working on the @darwinescapes. It has been so much fun getting my hands on an entire 3 bedroom home away from home & I’m so please (& proud…) to show you all the finished look. The only thing to do now is name this beauty before it goes up for sale which I’m handing over to you guys with a little competition – to win a weekend break to one of @darwinescapes 20 luxury parks we want to hear your best suggestions (submitted via the link at the bottom of my blog post & stories swipe up). Head over to my blog to see all the pictures (& I’ll do a little tour on stories in the morning). What do you all think? Eeek #ad

A post shared by Charlotte Amor Valentine (@thehomethatmademe) on

Darwin Escapes THTMM Lodge – Reveal*

Burrow  & Co: Unique ideas, influencer marketing, outreach, social media campaigns, competitions, brand awareness, brand collaboration, lead generation, blog content, design assets, photography and video.

The Result: Instagram following doubled overnight, brand exposure 80k following (at time of campaign), database growth (not permitted to share details), increase in holidays bookings (not permitted to share details), sales leads (not permitted to share details, and ultimately the sale of lodge within one month of project completion.

I worked alongside Sam as a social media influencer on various campaigns. From individual posts & stories to a full lodge design with a film crew which was published in several magazines, she has been an absolute pleasure to work with throughout. Sam is a complete natural at what she does & was super easy to work with. She completely put me at ease throughout, listened to my suggestions then came up with lots of ideas to push this further. My audience loved the collaborations which were a natural fit for all involved. I genuinely felt like a member of the family & the campaigns were some of my proudest achievements because of this!
Charlotte Amour Valentine, www.thehomethatmademe.com

Not only was I, Sam, involved in this campaign but so were some of our co’s. There’s no idea too silly, too big or to obscure here at Burrow & Co. Whether you already know what you want or you’d like us to inspire you visit our content marketing services page or get in touch for your own unique results driven campaign!

I’m ready to grow…