21 pieces of national coverage
82% backlink rate
To raise brand awareness of prestige housebuilder Redrow, specifically in relation to its biodiversity strategy.
We were tasked with highlighting the ways people can bring nature into the spaces where they live, demonstrating how Redrow puts the natural environment at the heart of its developments and the lives of the people who live in them.
We commissioned research to find out how much Brits know about the wildlife around them, from identifying garden birds to making outdoor spaces more sustainable.
The interesting results revealed that people regretted not learning more about nature when they were younger and had little idea about how to boost biodiversity.
Armed with our findings, we launched ‘nature school’ sessions, in partnership with regional divisions of The Wildlife Trust and local schools, encouraging youngsters to learn more about wildlife and supporting the living environment. To drive footfall to Redrow developments, we also offered free nature packs at key developments – complete with wildflower seeds, tips for creating wildlife friendly gardens printed on seed paper, and a magnifying glass – creating opportunities for families to be inspired and intrigued by the nature around them.
The campaign captured media attention and secured:
- 20 pieces of national coverage including The Mirror, The Sun and The Independent
- 21 pieces of regional coverage
- 82% backlink rate
In addition, the campaign delivered:
- 60 children participating in nature school sessions
- A 13% increase in users to the Redrow website
- The second highest media reach compared to competitors during the campaign period (28 May-25 Jun)
- An increase in brand awareness among target demographic in the days following the campaign launch, peaking at 48% with an average of 43% (YouGov)
21pieces of regional coverage