Creating a multi-channel campaign to launch Trulia Neighborhoods
Trulia redefined its mission to “build a more neighborly world by helping you discover a place you’ll love to live.” This includes not just a home, but also the neighborhood, which means new neighborhood-focused product pages.
Excited for customers to discover new product offerings, our team crafted the launch campaign creative and narrative: the feeling of a friendly neighbor giving you local tips about where they live, so you can decide if it’s right for you. Our team connected and executed across web, social, PR, and we even threw an internal launch party.
Our campaign helped drive increased user acquisition and loyalty for the Trulia brand.
We chose a clean, modern layout for the hard working landing page, which served as a destination for all campaign creative and also allowed users to start searching for their neighborhood right away.
This launch moment was the perfect excuse to archive all of our old Instagram content and flood our feed with neighborhood-specific content and quotes from locals. This helped to reinforce the neighborhood campaign focus to our Instagram users.
We identified top markets for localized social campaigns. Creatively, we made videos that don’t feel too polished, almost like they could be shared by a friend or a neighbor.
For the national social posts, we used neighborhood level, location agnostic footage to touch on our unique product proof points.
Our PR kits included swag that hit showed off our neighborhood launch with goods that reporters were excited to actually use.
Each PR kit also included a stack of localized postcards for the launch market. These touched on the idea of us offering all of the information you need so you can decide if a neighborhood is right for you.
We made a behind-the-scenes video to show press and prospective candidates just how deep we went to really understand what neighborhoods mean to people.
To celebrate the launch, we threw a big internal party and decorated an entire floor with custom neighborhood page photography and quotes from locals.
Press
TechCrunch
The Verge
Credits
Creative Director: Jessica Staley
Creative Copy Lead: Alex Solarte
Contract Brand Designer: Laura Brunow Miner (co-lead for launch)
Let’s Be Neighbors hand lettering: Greg Kletsel