MUSE Gold

United States

2021

Beyond the City

Entrant Company

William Pitt - Julia B. Fee Sotheby's International Realty

Category

Branded Content

Client's Name

Sub-Category

Social

Our Beyond the City video campaign, which launched in January of 2021, is aimed at targeting the influx of buyers from New York City who are looking to move to the markets our real estate firm represents: Connecticut, Westchester County, NY and the Berkshires, Massachusetts. We saw a significant increase in buyers from NYC starting in the summer of 2020, which was a direct response to the COVID-19 pandemic. As a company with a local heritage of 70+ years, we pride ourselves in knowing the nuances of our communities and wanted to create a campaign aimed at sharing that local knowledge with those new to the area. We created 6 community videos, each highlighting the unique lifestyle our regions offer. Whether buyers are looking for quaint coastal towns, rural sanctuaries or in-city living, our agents can help them find their dream home #BeyondTheCity. The campaign launched with a consolidated anthem video on Instagram Reels. We then released the rest of the videos over the course of two weeks on our social channels. All posts incorporated the #BeyondTheCity hashtag, a strategy we have been pushing since fall of 2020. In conjunction with the organic launch, we began paid promotions of the videos to targeted audiences through Facebook, Instagram and Youtube. In addition to the social strategy, we have a display retargeting campaign and keyword campaign running through Google Adwords, which further captures those who are expressing interest in leaving New York City and moving to the communities we serve.

Credits

Videographer, Dot-Record Media
Jake Kehrley
Chief Operating Officer, William Pitt - Julia B. Fee Sotheby's International Realty
Vin Socci
VP of Public Relations, William Pitt - Julia B. Fee Sotheby's International Realty
Andrew Wood
Lead Graphic Designer, William Pitt - Julia B. Fee Sotheby's International Realty
Elvia Galdamez
Digital Strategy Manager, William Pitt - Julia B. Fee Sotheby's International Realty
Christie Tonnessen
VP of Marketing, William Pitt - Julia B. Fee Sotheby's International Realty
Ashley Breunich
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