Situation
Recognizing a need increase their social presence, Opendoor teamed up with VaynerMedia in January of 2024 to shift their organic social strategy and drive brand awareness amongst their key home buying demographic, 55+ in a prime position to be buying and selling homes.
Strategy
Leveraging our cohort and culture first approach, we ramped up social content generation across priority platforms to drive awareness and build relevance amongst our audience. On a weekly basis, we identified and recommended top-performing content based on engagement for paid amplification and continued to drive relevance and incremental impressions beyond our pages through CasC (Comments as Creative).
As of October 2024, we had posted 800+ Social Media Ads towards 30 audience cohorts, across 4 platforms. 138 of these Social Media Ads were amplified with paid media support. We have also posted over 230+ CasC comments.
Results
- Social media became focused entirely on brand awareness, and with the amplification of top performing organic content, we reached 2x more consumers at significantly less spend compared to 2023.
- Total engagements were 2x higher than 2023, even with a slightly muted year in terms of home ownership trends.
2x Consumers Reached
Compared to 2023 Campaign
2x Total Engagements
Compared to 2023 Campaign