R&W lauds "phenomenal" digital media response

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Simon Parker

Richardson & Wrench said a recent digital brand campaign yielded the group a “phenomenal response”, based on exceptional click through rates and healthy social media interaction levels via Facebook.

“As a branding exercise this campaign presented Richardson & Wrench as a real estate network that was prepared to engage through social media,” said Richardson & Wrench executive director Andrew Cocks.

“This is a space embraced by multiple generations but especially younger people who will increasingly be our clients and customers in the future.”

“It also gave our offices a reason to reconnect with their local communities, encouraging them to get involved in the campaign as a way to perhaps raise funds for clubs, associations and sports groups.”

Richardson & Wrench reported that the campaign drew a “phenomenal response”, with click-through rates from both websites exceeding industry benchmarks by up to 1,000 per cent and exponential growth in the number of people connected to Richardson & Wrench through Facebook.

The two month campaign, developed by creative agency Traffic, was the real estate group’s first foray into the social media space to spread its brand message.

Ads for the competition ran on the two major real estate portals - domain.com.au and realestate.com.au – and invited viewers to post videos, photos or pictures of that “sold” feeling.

To view or enter, participants had to interact with the Richardson & Wrench Facebook page, with the $10,000 winner determined by the highest number of likes for their entry.

Mr Cocks said votes had been carefully audited, with the process overseen by lawyers to ensure fair play. All winners of major and minor prizes have been notified of the results.

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