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BEST MARKETING CAMPAIGN
THIS AWARD WILL BE GIVEN TO THE MOST INNOVATIVE MARKETING CAMPAIGN THAT HAS BEEN CARRIED OUT USING ANY FORM OF MEDIA. THIS CAMPAIGN CAN BE FROM A RANGE OF METHODS THAT DEMONSTRATES THAT IT HAS HELPED FIRST TIME BUYERS START THEIR PROPERTY JOURNEY. ENTRIES FROM PR COMPANIES, MEDIA COMPANIES, ADVERTISING AGENCIES, HOUSING ASSOCIATIONS OR PRIVATE DEVELOPERS ARE WELCOME.
NHG HOMES & INFLUENCED BY ORACLE | REFRAMING CROYDON: HOW INFLUENCER MARKETING CHANGED THE CONVERSATION
To launch The View at Aspect, NHG’s Shared Ownership development in Croydon, Influenced by Oracle recommended an entirely different approach to property marketing. Rather than using traditional channels, it partnered with London creator Abraham Bunga (@abrahambunga, 470K+ followers) to produce a humour-led video addressing perceptions of Croydon head-on. His reel,“How people from London react when you tell them you’re moving to Croydon”, used satire to showcase the development’s genuine appeal: fast connections to central London, local lifestyle and the affordability of Shared Ownership. Deployed across TikTok and Instagram with a supporting paid media campaign, the content generated nearly 135,000 organic views, over 938,000 paid impressions and a 150% spike in daily leads, with a halo effect driving traffic across three further NHG developments. Comment sections sparked genuine community debate, with users independently championing Shared Ownership and reappraising Croydon. The results have since made the case for rolling the approach out across NHG’s entire London portfolio.
FOCUS AGENCY GROUP X SQUARE ROOTS | ‘WRITE YOUR OWN HEADLINES’ CAMPAIGN
The “Write Your Own Headlines” campaign was a collaboration between Focus Agency Group and Square Roots, created to challenge the negative narrative around first time buyers in London and inspire confidence among those who see homeownership as out of reach. Rising deposits, the end of Help to Buy, and sensationalist media headlines have created both financial and psychological barriers. The campaign flipped this narrative by inviting buyers to “write their own headlines”, positioning Shared Ownership as an achievable route to ownership. Bold, visually striking messaging contrasted pessimistic news with a hopeful alternative, centred on “Homeownership proving possible for first time buyers.” Delivered through an integrated strategy across digital, social, programmatic, press, out-of-home and experiential activity, including the London Home Show, the campaign increased website traffic by 65% and generated 417 leads, a 20% uplift on the previous year. It continues to evolve with influencer and educational initiatives, supporting buyers throughout their journey.
GUINNESS HOMES | META ‘COMING SOON’ PRE LAUNCH CAMPAIGN FOR THE WATERSIDE
Guinness Homes’ Meta “Coming Soon” pre-launch campaign for The Waterside redefined how paid social can deliver qualified enquiries ahead of a development’s launch. Facing delayed assets, a near empty leads database and a challenging market with higher mortgage rates, the campaign relied initially solely on Facebook and Instagram to build a strong pipeline of qualified enquiries before any other marketing activity was live. Using bespoke, platform native creative across multiple ad formats, and leveraging data-led insight and experience from previous phases, the campaign precisely targeted intended audiences, including first time buyers, to “stop the scroll” and create a high intent lead pipeline. This innovative creative media approach enabled first time buyers to register their early interest and demonstrated how smart, targeted paid social can drive real results even before a development is physically ready to sell.
READERS’ AWARDS buyer
70 First Time Buyer August/September 2026
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