Storytelling as a form of marketing is well-liked for many brands,especially during the holidays. Consumers want to see how a brand can make them feel, whether it’s a form of nostalgia or just a simple smile, and which works naturally with the holiday season. Trulia has decided to tell the sage of a gingerbread man and his wife,who absorb a bun in the oven (puns definitely intended), and are looking to move out to the suburbs. This results in the social campaign, and GingerFred’s 12 Days of House Hunting. Each day from December 1st through December 12th we’re revealed updates on the gingerbread family’s house hunting sage,as well as tips for searching and must-absorb domestic features for holiday entertaining on Trulias social accounts and committed site. We also learn that the gingerbread couple will absorb James Harris and David Parnes from Bravo’s Million Dollar Listingas their genuine estate agents.
What makes this campaign even sweeter, and consumers more drawn to the sage is the Daily Dough $2K a Day Giveaway – co-promoted by Trulia and Rachel Ray Every Day.
To expand on the sage and learn more about Trulia’s capabilities are additional pages on the site that relate back to the gingerbread family including 11 Deliciously Charming Gingerbread Homes For Sale, and the Best and Worst Cities to Raise a Gingerbread Baby based off of temperate weather and concentration of bakeries - which also sounds like my ideal city. This prompts viewers to discover additional content from Trulia and see what type of tools it offers for house hunting.
This season is typically slow for house hunting,so with this campaign Trulia hopes to fill the void and let consumers know that despite the hustle-and-bustle of the holiday season, the less competition is good for both buyers and sellers.
Viewers can find updates on Trulias Instagram, and Facebook,and committed giveaway site. Its Twitter account hosts a banner featuring GingerFred and a pinned tweet of the Daily Dough Giveaway. By having having a presence across Trulia and Rachel Ray Every Day’s social platforms, Trulia extends its reach and creates consistent messaging for the campaign. The moment Facebook post already saw more engagement than the first, and so with the continuation of the sage and 12 days of giveaways perhaps the campaign will build momentum,or at least come by consistent views of a returning audiences.
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