Peabody Team win big at the 2021 The Property Marketing Awards, which are celebrated annually to commemorate the most effective, innovative and creative marketing campaigns around the UK property industry.
This year the event took place virtually on Thursday 24th June 2021, but that didn’t stop the Peabody team from celebrating a fantastic win for Property Marketing Team of the year. Read an excerpt from our award entry and how we achieved highly commended in two more awards on the night.
Winner - Property Marketing Team of the Year
The Property Marketing Team of the year award is awarded to the best in-house marketing team, which is judged based on evidence of teamwork and collaboration, effectiveness and business impact.
At Peabody innovation is at the heart of our team culture – creative thinking combined with the commitment to embrace new ideas to achieve our goals. Innovative solutions that we crafted in 2019, including the bespoke Peabody scent, not only delivered significant business success but positioned us for the pivot required to thrive in the face of the global pandemic.
Throughout 2020 we continued to devise innovative marketing strategies: delivering our 2-speed brand strategy, embracing influencer partnerships, leveraging brand advocacy through video storytelling and fully delivering our content marketing programme through our in-house digital team.
These strategies, and the engagement that they drew from customers, lead the judges to choose Peabody as the Property Marketing Team of the year in 2021.
Highly Commended - Best Use of Film
Peabody were delighted to enter the Best use of film award in partnership with MOYO creative. The award was judged on content, creative idea and execution, distribution and evidence of impact and results.
Working with MOYO creative, we developed a series of homebuyer stories – but not as we know it! When we started working on this project, we wanted to develop something different, cutting-edge, innovative, something that would really challenge the norm and set us apart from the crowd.
With a series of documentary style short-films using genuine brand advocacy that captured the heart of home buying, creating an authentic, engaging and emotive proposition and delivering a powerful message, without ever saying it. Having been developed with a sympathetic and stylistic approach, these docu-stories have a cinematic feel and sets Peabody apart from the crowd.
Watch one of our homebuyer stories, Josephine who purchased her first home at our Motion development.
Highly Commended - Best Use of PR including Social Media Campaigns
In partnership with Oracle PR, Peabody entered the Best Use of PR award which was judged on creativity as well as a clear strategy, targeted approach and results delivered for a PR campaign including social media.
With so many uncertainties during 2020, exciting people to buy a home of their own was challenging and an opportunity to do things differently. Working with Oracle Group we developed a campaign for our development The Pomeroy in Lewisham.
An influencer strategy was created with the idea of transforming the show apartments outside space. With outdoor areas more important than ever influencer Tiny and the House injected some of her signature style, displaying how every space can become a mini oasis no matter the size or budget.
Watch our video with Tiny and the house on creating an Instagram garden on a budget.
Vote for us at the first time buyer awards
We’re delighted to announce that Peabody has been shortlisted for 2 First Time Buyer Readers’ awards for 2021
The First Time Buyer awards are decided by public vote so please help us to win! Voting is now open and closes on Friday 6 August 2021. Find out more about our shortlisting for First Time Buyer awards here.