#NAHBWantsYou Membership Campaign Engages Members

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The National Association of Home Builders (NAHB) recently collaborated with mRELEVANCE on a membership campaign, #NAHBWantsYou. It was a huge success; both engaging existing members and attracting the attention of potential members. The goal of the NAHB campaign was to get members to create and submit 45-60 second videos describing what their HBA membership means to them and why others should join. Twenty-five video entries were submitted from NAHB members around the country during the two-month contest. These entries were shared and promoted across social media channels using the hashtag #NAHBWantsYou, resulting in 7,000 views.

The campaign, launched January 30, featured a catchy musical parody video to the hit song “Timber” by Pitbull. Our own managing partner, Mitch Levinson, wordsmithed the lyrics for the song, “Members.”

“Members”
(feat. NAHB)

[Michael]
It’s going down, we’re thinking members.
You wanna win? You have a chance.
Just make a video, we’ll all remember.
Be the one we won’t forget.

[Back-up Singers]
Wooooah…members (whispered in background), Wooooah…members, Wooooah…make a video (whispered in background).
Wooooah…members (whispered in background), Wooooah…members, Wooooah…make a video (whispered in background).

The campaign introduction video featured NAHB members and staff, and it starred Membership chair Michael Kurpiel.  His enthusiasm was contagious, as evidenced by 2,619 views on YouTube. The campaign video, created by the NAHB in-house video production team, helped the NAHB appeal to younger members and a more broad audience. Additionally, several HBAs mentioned that creating the videos was a great way for their members to show their pride in the local association while having fun with their fellow members.

Betty Alafoginis, Manager of Membership Marketing with the National Association of Home Builders said, “We [NAHB] wanted to find a creative way to reach out to potential members by using those who have already reaped the benefits of membership in NAHB. mRELEVANCE introduced the idea of appealing to these potential members by making the campaign fun, and also using social media to promote those who participate. With 25 videos being shared on multiple social media handles, participation around the country was successful in getting the NAHB name out to new members.”

The Builders Association of South Central Kentucky posted a video titled “It’s Fun to Belong to the NAHB” to the tune of the Village People’s YMCA. The entry ended up receiving the award for “Most People in a Video” with over 80 people participating. The BA of South Kentucky Central said, “Even our members who seemed reluctant couldn’t help but join in with the enthusiasm and the spirit of having fun. We had over 80 people attend our meeting that day and everyone participated in the video or helped with the filming. What better way to show that you can have fun while also spreading the word about your association and your members.”

To view all of the entries, visit YouTube.com/NAHBTV. To learn more about becoming a member of NAHB, visit nahb.org. To learn more about the innovative strategic marketing promotions that mRELEVANCE can create for your business, contact mRELEVANCE at 770-383-3360 or visit www.MarketingRELEVANCE.com.