Essex Homes’ “Twice as Nice” promotion gave new home buyers in Columbia, South Carolina the opportunity to double their tax refund up to $10,000 with the purchase of a new home. Created and executed in conjunction with Marketing Relevance, “Twice as Nice” was a huge success, attracting the attention of new home buyers and resulting in 68 home sales. Home buyers simply shared a copy of their tax refund when they wrote a contract and received double their refund amount up to $10,000. The campaign also grew the Facebook page by 113 likes.
The unique promotion capitalized on a time of year that most people detest – tax time. The promotion attracted a lot of attention and encouraged potential buyers to buy now instead of waiting.
A variety of tactics were used in endorsing this promotion. These included behaviorally targeted ads with Cox Media Group and iHeart Radio, social media posts including Facebook ads, public relations tactics and more. Sales skyrocketed during the campaign, and Essex Homes’ social media presence was enhanced through increased interaction and engagement.
The Facebook page grew by 113 likes during the campaign, which reached more than 20,000 people via Facebook. The ads from Cox Media Group generated 3,000 visits in April alone and 4,300 visits in March and April combined. The launch of this campaign initiated higher traffic on the Essex Homes blog than ever before. Consequently, the blog post announcing the campaign received the highest ever traffic with 1,805 page views.