Sponsored editorial campaign | EasyBuild Homes
Adding value through sponsored editorial and native ads.
Image credit: EasyBuild Homes
THE BRIEF
EasyBuild Homes is dedicated to delivering cost-effective and eco-friendly modular homes across New Zealand. With a commitment to warmth, energy efficiency, and speedier construction compared to traditional housing, EasyBuild addresses the housing crisis by providing quality homes that are accessible to everyday New Zealanders.
In the face of industry challenges exacerbated by COVID-19, such as supply-chain disruptions and soaring building costs, the EasyBuild team recognised the need to amplify nationwide awareness of their innovative modular home solution. They aimed not only to provide affordable housing but also to enhance brand credibility during a period when the building industry faced waning consumer confidence.
MY APPROACH
A well-executed editorial campaign is a potent strategy for building brand awareness, credibility, and consumer engagement, and has a long shelf-life. I recommended that EasyBuild invest in sponsored storytelling with reputable NZ media outlet Newshub given its broad audience appeal.
In a media landscape that was rife with negativity around the building industry, I provided a detailed brief to Newshub's content team to write and publish a story for the publication’s homepage and lifestyle section. The objective was to address challenges affecting consumers and highlight EasyBuild's modular homes as a smart choice for the evolving housing landscape. The article aimed for honesty, positivity, and empowerment, enticing readers to visit the EasyBuild website to learn more.
Native display advertising and social media posts supported the story, ensuring a cohesive narrative that positioned EasyBuild as a trusted and forward-thinking solution in the building industry.
THE IMPACT
The sponsored story reached and appealed to a large NZ audience and was Newshub’s top-performing sponsored story for the month. Newshub was the best-performing channel for EasyBuild in the month the article was published, and it’s had an enduring impact. The story continues to be relevant and accessible online, providing long-term exposure for EasyBuild.
“Emily is extremely client-focused, proactive, knowledgeable, a great communicator, and delivers as promised. She has supported and accelerated our growth by developing content strategies, campaigns, and nurturing programmes.”