Purplebricks

Utilising relatable content to inspire and inform a younger audience and change audience perception of the brand

We have been working hard behind the scenes with Purplebricks to grow their TikTok presence, reach out to a younger demographic and remove the misconceptions of the so-called ‘daunting’ housing market.

The real estate market on TikTok is very predictable and repetitive. The competition are all creating house tours of the properties on their roster with on screen text showing the price and location. We wanted to do something completely different and create a recognisable content strategy that the audience could rely on for both entertainment and information. The creative freedom of this campaign allowed us to create content that was diverse from what’s online, push the boundaries and captivate not only the Purplebricks audience but wider consumers on TikTok as well.

Our Approach

By researching the Purplebricks social platforms, along with their audience patterns and behaviours, we were able to have fun exploring a variety of unique and engaging content formats. The research helped us to connect with both new and existing audiences across the Purplebricks social media. Our strategy with Purplebricks has always been rooted in working with kids to cut out the complications and misconceptions, while also keeping content engaging and informative. The housing market is notoriously dull, so working with kids allowed us to make boring topics entertaining. Not only did the account see incredible success, but we were able to test out a new concept for sustainable growth - the growth incentive - with average views and engagement remaining consistent, even as we spiked in followers.

Our growth incentive saw kids presenting their perfect commission scheme to the estate agents: “If we hit 30,000 followers in 4 weeks, you ‘ll send us to Legoland!”. The challenge flew, with the audience fully investing in helping the kids achieve their dreams. The first video generated almost 10,000 new followers alone and, overall, we doubled the Purplebricks following within a month.