2023

NYX Awards - 2023 Grand Winner Winner

Howard Hughes Corporation - Corporate Relocation Campaign

Entrant Company

Effective Marketing

Category

Strategic Campaign - Digital Marketing Campaign

Client's Name

Howard Hughes Corporation

Country / Region

United States

Experience Level

Agency

The Howard Hughes Corporation is known for building award-winning communities that provide more than a place to live; they offer business opportunities and lifestyles everyone desires.

We are tasked with building awareness for these communities that target decision makers throughout the United States. The digital marketing campaigns addressed a few key challenges associated with seven-figure investments necessary to migrate and build bespoke company headquarters in a new state and subsequently working through their respective multi-year purchase journeys. We can achieve this through the remarkable creativity provided by the Robertson team.

Reaching individuals who are the decision makers in moving a company or creating a satellite office can be a difficult feat. We posed the question to our target audience, "How much house does your money buy in different cities? You'd be surprised." This resonated really well with the audience in terms of post engagement. We used video assets that visually detailed how the cost-per-square foot of a home in San Francisco is vastly overvalued compared to a brand new HHC home in their Houston community. We delivered videos that outlined the tax-incentivized benefits of living in Texas and Nevada. Those videos highlighted community benefits like how the amount of parks nearby can contribute to an outstanding work/life balance. To fully illustrate the message, drone videos were used to fully display how truly vibrant HHC communities are. The holistic message for the campaign was "Success Lives Here." The meaning behind this tagline is you don't need to live in a busy, overpriced city to reap the benefits of what a successful life is. We needed to show how life in an HHC community provides better access to adventure, freedom, culture, connection, and innovation. It also provides more time for family, exercise and entertainment.

By using Facebook, Twitter and LinkedIn channels to deliver our message, we were able to make assists on net new deals and also fill the funnel with many high-value prospects. Upon completion of the campaign, we received over 1,500 leads. Based on this success, we plan to continue our efforts through 2023.

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