Right to Buy.
Changing the mind-set of council tenants to help turn them into homeowners.
Back in 2013, the majority of eligible social tenants were unaware of the Right to Buy scheme. But thanks to our sophisticated data strategy and test, learn and refine approach, we’ve delivered two waves of activity a year to reach, educate and convert more and more of these residents.
When tasked to reach a younger audience, we focused our efforts on social channels. We were able to target our posts to specific audience characteristics using Facebook’s Custom Audiences, delivering 22,000 website visitors with an impressive conversion rate of 1.8%.
Room for one more
Although Right to Buy was already using multiple channels such as DM, online, social media and PPC activity, we suggested adding emails to the mix. And our eCRM programme has boosted engagement with a 39% open rate, with over a third of those clicking through to the website.
After every wave, we analysed how each element performed, letting data influence how we could optimise and improve our creative. This approach has helped us achieve a consistent uplift in performance, including an 82% year on year increase in coupon response rates.