For shared ownership housing developer, Guinness Homes, standing out among competitors in a particularly crowded marketplace is absolutely essential to commercial success, especially while selling a purchase as high value as a home. With common misconceptions rife about shared ownership creating another barrier to purchase, we knew that potential homebuyers weren’t willing to just take our word for how high quality the homes are and how easy the process is, they had to hear it straight from the source.  

Creating video case studies allowed us to promote the development while at the same time providing an educational tool to bust myths about shared ownership. The 2-3 minute video helps to build trust further as viewers can see we’re not putting words in peoples’ mouths and is an engaging way of giving viewers a glimpse into life at the development. A written accompaniment allows us to go into more detail about the process itself, educating readers about the process rather than just hearing the case study’s experience of it. 

Crafting a compelling narrative  

Prior to filming we crafted a compelling narrative from interviewing the case study, while ensuring we remain authentic to their opinions and personality. This also informed our case study write up and media outreach to homes and lifestyle publications, who often welcome case studies as part of their articles.  

On the day of shooting, our in-house video team travel to the developments to film the video and shoot a bank of accompanying photography. Using a two-camera set-up to film a talking head gives a variation in angles and makes the video more dynamic and keeps the viewers’ attention throughout the video. Peppering in B-roll during post-production also helped to keep the film dynamic, while showcasing the apartments and allowing viewers to see the quality for themselves.   

We opted to shoot in 4K so the film could be used across all marketing channels without distorting, making it far easier to repurpose the content and get maximum value for money.  

Providing talking points for the case study ensures that Guinness Homes’ messaging is woven throughout their answers but in a way that was authentic and honest and avoids them sounding scripted. It also allowed us to make sure the case study was relaxed and comfortable before going on camera. 

Capturing the media’s attention  

To maximise the ROI on the case studies, we selected the case studies with the strongest narratives and leveraged them to secure coverage in national, regional and trade media, even securing double page spreads in titles such as The Metro. 

In order to secure coverage, we researched regular slots and created bespoke pitches targeting key journalists or slots at national and tier one trade and regional publications, tailoring the angle depending on their interest. Monitoring for relevant news hooks, for example – statistics about property purchase trends or New Homes Week – allowed us to link the case study with something timely, maximising appeal.  

Multipurpose marketing tool 

The case studies have been designed to be a versatile, evergreen tool that can be deployed across marketing channels, from the website, social media and earned media, allowing the Guinness Homes’ team to get a lot of bang for their buck. This is all while they lend credibility and build trust with the audience – which is something that money can’t buy.  

Want to know more about consumer case studies? Read our blog here.