The client had been focused on, and busy with, the design work for the more than 25,0000-square-feet of luxury homes at the development site. Because of that, their social media accounts had stagnated. Our plan needed to be aggressive.
First, we added boards to Gorman’s Pinterest pages featuring each of the three homes. We began posting images there a month before the event, even before any of the design work could be revealed. We only hinted at color palettes and design styles.
Next, we created Gorman’s Instagram account and aggressively sought new followers by capitalizing on the agency’s population of social media connections, as well as by seeking out and engaging with similar lifestyle businesses in the metro area.
Finally, we launched paid social media campaigns on Twitter and Facebook. We consistently used the unique hashtag #Homearama2014, as well as a small number of keywords to improve SEO.
These measures were in concert with media outreach efforts, which were spectacularly successful.