The Challenge
Cala Homes had built a strong community on social but needed a fresh injection for growth. The housebuilder wanted to re-energise their social strategy, re-engage audiences and help to create content that catches users’ attention.
The target audiences? Future first-time buyers, those currently in the market for a new home and existing Cala homeowners – to turn them into fierce brand advocates. That’s where we came in…
Our Response
Understanding the wants, needs and ambitions of Cala Homes’ target audiences was key to breaking through the ceiling. The one thing all audiences had in common was pride. Pride in their homes, pride in their ability to purchase a home and pride in the memories they have created in their Cala Homes.
With that in mind, we segmented Cala’s community into current buyers, future buyers and current Cala homeowers. Each segment warranted a different type of content from Cala Homes.
General home interiors content and tips underpinned all content, as it appeals to all three audience segments. A dynamic, data-led approach was taken to this type of content - using social listening to identify trends, topics and aesthetics. Tactics vary from platform to platform – ensuring that content feels relevant and is formatted in a way that considers the platforms’ unique culture, communities and algorithms.
Overall, Cala’s refreshed strategy is agile, flexible and tailored to each audience – ensuring they all get what they desire from the brand on social.
Impact
Just six months after kicking off Cala Homes’ refreshed social media strategy, we have seen huge amounts of growth. Video views, website clicks and followers have all increased, while we are seeing followers saving, sharing and commenting on posts more frequently.
"Tigerbond has taken the time to understand the nature of our business and objectives, as well as our ambitions for our social channels. After undertaking a thorough deep dive of our audience and content, they helped re-create the social strategy and content calendar. They always stay on top of trends and updates - bringing new ideas to the table, while ensuring our content is right for the brand and fits within the agreed strategy. They are a true extension of our team. "
Rebecca Hay, Social Media Manager, Cala Homes
