Building Brand Reputation with Property24

Challenge

When Property24, South Africa’s largest online property portal, launched their first-ever digital CSI initiative, they called on Red Ribbon to assist in their bid to raise widespread awareness.

Their goal was simple: for every Facebook ‘Like’ they would donate R5 towards the construction of a brand new home in association with Habitat for Humanity. However, in order to raise the required R91,000, they needed to get people talking – luckily we know a little something about that.

Approach

With just two weeks to work our magic before the start of the campaign, we brainstormed different angles and crafted four separate, tailored press releases.

We then began to hunt down headlines, refusing to stop until we achieved our goal. Even 5FM’s notorious 2-year waiting list was no match for us – a few telephonic negotiation sessions and a flight to Johannesburg later and we were on the air.

We also managed to secure incredible coverage across a range of channels, including Horizons, British Airways’ in-flight magazine, an interview on SAfm and a spot on Summit TV.

Not only did we help Property24 to easily reach their goal of 18,200 Facebook fans, but we also continued to generate buzz as the house was built. The campaign culminated with the dedication of the new home, an event for which were able to secure media attendance and a front page slot in Die Tygerburger, an Afrikaans community newspaper. We also convinced Provincial Minister, Bonginkosi Madikizela, of the Department of Human Settlements in the Western Cape, to hand over the keys to the home’s new owner.

What an honour to be part of such an incredible campaign, and to play our part in building both a brand and a brand new home.

Impact

• Property24’s Clicks for Bricks Facebook Challenge received front page coverage in the Tyger Burger community newspaper, British Airways in-flight magazine Horizons, radio interviews on national and regional stations such as 5fm, SAfm, Soli Philander’s The Taxi and TV coverage on Summit.
• Red Ribbon invited and hosted Provincial Minister Bonginkosi Madikizela of the Department of Human Settlements in the Western Cape to hand over the keys to Zodwa’s house.

This campaign received special mention in the 2012 PRISM Awards.

“The Red Ribbon team threw their weight squarely behind the challenge from day one and played a massive role in making its success a reality. The publicity they generated around it was remarkable.”Leigh Stefanski, Brand and Marketing Manager