As part of a wider integrated campaign, FORWARD was briefed to help re-position Yellow Pages as the leaders in the market, with a focus on solving everyday household or home project needs of 25-55-year-old homeowners.
Our lives are getting busier, and now more than ever there is less time to do the things we need or want to. With limited information out there about how much tradies cost, we wondered whether this was stopping homeowners all over Australia from seeking the help they need to get things done around the house.
To uncover insights about the attitudes and behaviours of Aussie homeowners, Yellow Pages commissioned a national survey looking at their home to-do lists and why Aussies weren’t ticking items off.
The key research identified that the average Aussie homeowner has 13 outstanding household tasks on the to-do list. As suspected, we found that these lists could be growing because the majority of Aussies overestimate the hourly rates of tradies by up to 90%. The research also exposed sub-topics that supported our campaign for ticking items off the to-do list and getting help from the experts. Across Australia, outstanding tasks had caused three in five homeowners tension in their relationship.
Underpinned by the statistics found in Yellow Pages’ research, we implemented an impactful PR and influencer strategy to generate awareness of Yellow Pages online services and tools, and drive traffic to the website, where Aussies could find a treasure trove of content to ‘help them to get there’.
To differentiate Yellow Pages from competitors, we wanted to champion Australia’s DIY bravery, empowering homeowners to tackle their to-do lists, but recognise when to put the hammer down, and call in the professionals. The job was to help them to recognise the difference by telling authentic stories.
To bring the narrative to life, we collaborated with up-and-coming renovation experts, Three Birds Renovations. With years of experience renovating houses, they could authentically share DIY advice and tips for ticking things off the to-do list but also reiterate the importance of drafting in the professionals by sharing their personal experiences.
As three, fresh, vibrant and inspirational business women, Three Birds appealed to our core demographic and highlighted the modernity of the brand. Through Three Birds’ real-life stories and media pull, Yellow Pages connected with mainstream consumers in top-tier publications, including a full page spread in the Daily Telegraph.
Our campaign also engaged four of Australia’s biggest parenting, lifestyle and home improvement influencers to create a series of content, raising awareness on social media about the research and services available through Yellow Pages. We wanted to ensure all guidance they provided was authentic. So, we worked closely with influencers and encouraged them to tick off items on their to-do list. All content was designed to be amplified on Yellow Pages’ owned channels, further reaching a wider audience and growing its following through association.
The campaign achieved 89 pieces of top-tier coverage in titles such as the Sydney Morning Herald, Daily Telegraph, Home Beautiful, Nine Homes, as well as a broadcast interview on Sky News, Real Estate segment. In total, secured media coverage reached an audience of 15,546,820.
Our collaboration with four key influencers, Katrina Chambers (The Block), Michael and Carlene (Reno Rumble & The Block), Bruce Devereaux (Big Family Little Income), and Jen Bishop from (Reno Addict and Interiors Addict), garnered 695,231 opportunities to see from 17 compelling posts.
Using tracked links, we were able to identify that our combined posts also drove 20% of all traffic to the Yellow Pages website.
Overall, FORWARD exceeded the campaign KPI by 925%.
“After a competitive pitch, we assigned FORWARD Agency based on their strategic take on the brief and understanding of our brand. The team generated excellent PR results, which are a testament to their dedication in connecting with our core audience. FORWARD’s influencer approach showed us just how impactful influencer content can be. As a case study, we now hope to integrate influencer strategies across other brand campaigns.” – Yellow Pages Senior Marketing Specialist, Belinda Di Pietro