Keystone Custom Homes of Lancaster, Penn. is central Pennsylvania’s largest independent homebuilder. They are ranked as one of the top 100 builders in the nation and have been voted as “America’s Best Builder” three times. The builder has worked with mRELEVANCE on a number of campaigns and promotions.
Their most recent promotion, which was designed and implemented by mRELEVANCE in late May 2013, was a Pin-N-Win Sweepstakes. “My KCH Dream Home” was an engaging social media campaign in which Pinterest users created their My KCH Dream Home board on Pinterest, and then pinned the sweepstakes image along with at least five additional images from Keystone Custom Homes’ Pinterest boards for the chance to win a $500 Pottery Barn gift card. Images included exteriors, family rooms, kitchens, owner’s suites, kids bedrooms and more. The campaign was promoted through a number of online sites including Facebook, Twitter, Google+, the Keystone Custom Homes blog and an e-flyer..
The campaign targeted existing homeowners, area REALTORS and potential homebuyers. By using Pinterest images of their homes, Keystone Custom Homes was able to give all of their audiences a vision of what they have to offer, as well as increase their brand exposure.
This campaign is the perfect example of a comprehensive marketing campaign designed for today’s buyer. It included all of the builder’s social media sites as well as other marketing tactics to help brand Keystone Custom Homes as a builder of dream homes.
- Time frame: May 29 through July 5, 2013 (xx days)
- Entries: 128
- New Pinterest followers: 209
- Followers on the Pin-N-Win board: 292
“The Pin-N-Win sweepstakes was a huge success in many ways,” stated Janette Hawkins, Vice President of Marketing and Information Technology with Keystone Custom Homes. “We were able to spread our brand on Pinterest and interact with its followers along with gaining more attention on Facebook and other social media sites with our updates about the sweepstakes. Also, contestants moving to the areas in which we build, such as Maggie (the contest winner), were able to gain a new vision on what we have to offer.”