After nearly 50 years in the business, Century 21 Real Estate was looking to refresh its image and establish itself as an innovative and relatable brand with respect to millennial homebuyers.
With 66 million millennials in the U.S., the median age for first time home buyers is 31. However, ⅔ of millennials haven’t reached home buying age. Millennials are renting for a median of six years before buying a home. Our objective was to position Century 21 as a resource for millennials who were curious about the home buying process. So, how did we bridge the gap between home buying and millennials? One word: Adulting.
We recognized an opportunity to position Century 21 Real Estate as a trusted resource for guiding millennials through the “adulting” process, culminating in the most grown-up of activities: buying a home.
Channeling inspiration from academia and infomercials, we created an instructional how-to video series that showcased topics everyone must learn to conquer adulthood. Topics ranged from Mastering Business Casual to the Fundamentals of Picture Hanging, Host a Dinner Party Like a Boss, Medicine Cabinet Basics and more. We repurposed the how-to videos in different video formats and styles including Boomerangs, Instagram Stories, and Canvas Ads. To strengthen the campaign, we created additional videos such as street interviews, real-life tutorials, adulting challenges, fail and success videos, and sponsored partnerships.
We wrote articles on topics millennials need to know as they get older. These included life, work, money, and the home. We went into detail describing everything from budgeting basics, to networking, resume writing, and of course, home buying. To attract viewers and boost campaign engagement, interactive quizzes challenged and celebrated millennials’ Adulting skillsets. In total, we created over fifty articles and quizzes.
By creating an in-depth guide to help millennials tackle adulthood, Century 21 Real Estate was able to become a trusted resource for conquering life’s big and little challenges.
The Adulting campaign reached 6 times more people than Century 21 Real Estate did as a whole in 2016.
The campaign generated 5 times more link clicks and 7 times more video views, and cost per video view actually decreased by 275% despite the larger audience.
In the end, by committing to a 360 social campaign, Century 21 Real Estate was able to reach millennials where they live by engaging with a new and younger audience.