SCOPE OF WORK: PR

Thakeham's Social Media Success at the Goodwood Festival of Speed

BRIEF:

Thakeham, a leading housebuilder in the South of England, wanted to enhance its brand visibility as a key sponsor at the prestigious Goodwood Festival of Speed. 

ANTLER suggested leveraging social media influencers to amplify their reach and connect with family-focused and lifestyle audiences, who might be interested in their high-quality housing developments and family homes. 

By utilising Thakeham’s children’s area, an exhibition space they sponsored and created for families attending, we focussed on engaging influencers with a relevant target audiences to increase brand awareness among families in Thakeham’s key geographical areas, including Sussex, Surrey and Hampshire. 

SOLUTION:

ANTLER implemented a targeted influencer engagement strategy, identifying and reaching out to popular Sussex, Surrey and Hampshire-based lifestyle and parenting influencers. Highlights of the influencers involved included:

  • @thesurreyscene, 14.3k followers and @mrs_sophie_heaven – 12.4k followers – A lifestyle influencer based in Surrey with a strong family focus
  • @mum_abouttown, 18.7k followers – A parenting influencer based and columnist for Hampshire Life magazine 
  • @surreymamas, 15.9k followers – A well-known parenting and lifestyle influencer from Surrey 

Each influencer was provided with exclusive access to Thakeham’s exhibition space, where they learnt about the brand, and engaged with Thakeham’s sustainable housing initiatives, family-friendly attractions, and unique community offerings. ANTLER facilitated communication and ensured the influencers had ample content opportunities.

RESULT:

The influencer campaign delivered significant engagement and brand awareness for Thakeham, with key outcomes including:

  • Increased social media reach, with influencers collectively boasting over 45,000 followers, amplifying Thakeham’s visibility across Instagram.
  • Regular Stories from each influencer during their visit, plus a story or post with a tag for Thakeham and visual credit to increase brand awareness.
  • Authentic content creation showcasing Thakeham’s developments and community ethos to highly engaged audiences.
  • Positive sentiment and interaction with event attendees, strengthening brand trust and positioning Thakeham as a lifestyle-driven homebuilder.

By strategically leveraging influencer marketing, it allowed Thakeham to successfully connect with its target audience, generating meaningful engagement and interest in its housing developments.

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