The National Student was tasked by Rightmove to carry out a digital brand awareness campaign to students.
Rightmove is the UK’s largest property portal. Its aim is to be the place for all UK home hunters, including students, to find details of every kind of property available to buy or rent.
Rightmove wanted to position itself as the preferred property search engine for housing in the UK. With this in mind, it needed to use platforms that opened them up to a younger audience to ensure that Rightmove became front of mind before their competitors. They felt reaching a young, aspirational, millennial audience is crucial to the long-term development of their brand.
Rightmove therefore approached The National Student because it could satisfy this requirement.
The National Student’s editorial team wrote and published 10 pieces on a newly created media channel for Rightmove. The content focused around topical property themes, such as:
- These REAL student rental properties are the stuff of dreams
- 14 ways to make sure next year’s student house isn’t a total nightmare
- 10 houses in Games of Thrones filming locations that are actual castles
To amplify the content, The National Student organised social seeding activity with its student writers sharing the articles on their own profiles and in target student groups. Each student was rewarded based on the reach/clicks their social content reached. The content was also included in The National Student newsletters with each new post that was published over the course of four months.
Finally, to further position Rightmove at the forefront of the student market’s mind, The National Student supported the content with a full site takeover of the National Student - taking over every advertising slot on the website for a full week.
- Over 460k people saw the activity
- Their display advertising saw a 4.5 x better click-through rate than the industry average
- We reached 35k people via peer-to-peer social sharing