The goal of the campaign was to drive awareness and to reposition Sotheby’s International Realty as both a real estate power player and lifestyle brand.
The campaign revolves around a quarterly print publication: RESIDE Magazine, which SIR produces with our team. Our production team cherry picks the most engaging articles from each issue to bring to life in video. Through ad unit placements released every other Friday as well as homepage take-overs, WSJ drove traffic and awareness to SothebysInternationalRealty.com. Our main challenge was around how to take a print piece and bringing it to life in video. It required a unique perspective to be able to approach something that existed in one medium and transform it successfully to another. Another challenge we encountered was to maintain engagement throughout the year. To ensure our audience wouldn’t get bored of the content, we constantly looked for ways to keep the content fresh and unexpected in terms of storytelling and execution.
In terms of both performance metrics and audience impact, SIR RESIDE was a resounding success. The custom execution garnered over 26 million impressions with a 74% completion rate. Thanks to targeted ad placements, the program also over indexed in terms of connecting with the desired demographics.