Latimer | Case Study

Latimer

National Shared Ownership Campaign

Background

Latimer offers Shared Ownership at their developments across the country. While the scheme generated significant interest, many leads failed to convert due to prospects' limited understanding of how it works. Following the success of a local campaign in York, Latimer commissioned theEword with the national brief.

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Objectives

Inform and myth-bust misconceptions about Shared Ownership.
Educate the target audience about the benefits of Shared Ownership.
Acquire a sufficient amount of high-quality leads.

Approach

Research

‍Our survey of 3,000 UK homebuyers aged 18-49 revealed widespread misconceptions about Shared Ownership. Many believed it was only for first-time buyers or involved co-living. With 31% relying on friends and family for information, and 50% dismissing the scheme based on misinformation, we developed four targeted campaigns.

Street Interviews

‍We created engaging Q&A videos where the public discusses Shared Ownership and addresses common misconceptions, sharing them across Meta and TikTok to reach potential buyers in development areas.

‍This vs That

‍This campaign addressed quality concerns by showcasing Latimer's premium homes, comparing the lifestyle and financial benefits of Shared Ownership against renting.

Parents Campaign

‍Our parent survey showed that while 71% knew about Shared Ownership, only 6% would recommend it. We created targeted content to help parents better understand and support their children's homebuying journey.

Why Rent When You Can Own?

‍Location-specific animated videos highlighted Shared Ownership's cost advantages over renting, targeting local renters through social media and Google search ads.

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Results

Here are the results that this campaign generated:

5.9 million impressions, compared with a forecast of 4.2 million.
85,000 website visits.
An average of £0.32 CPC.
A 10.33% increase in website sessions.
An overall increase of conversions of 7.22% with paid search conversions increasing by 18.63%.

5.9m

impressions

‍

85,000

website visits

£0.32

average CPC

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10.33%

increase in website sessions

Client's Feedback

“The National Shared Ownership brief was complex, but theEword tackled it with precision, leveraging audience data and digital expertise to educate, excite and ultimately drive leads.”

Emily Mason - Head of Marketing, Latimer

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