Discover

Daniel Cobb are a truly independent, family-run agency, built on family values of honesty, support and trust. They’re engagingly different, with a strong relationship with their customer base. So when they asked us to create a content marketing campaign that embodied their creative spirit—but respected the intelligence of the end user—we didn’t hesitate.

Two years before, we’d designed and developed the Daniel Cobb website, which met their brief to “reimagine what an estate agent could be if it was made by Apple and Airbnb”. Using the same tone, look and feel of the brand world we’d created for them, we set about reimagining what their perfect content marketing campaign could be.

Create

Working closely with this family-run business, we developed and created a truly multi-channel content marketing campaign that covered content creation—such as blogs, infographics and videos—email marketing, SEO and content outreach. We believed that this multi-channel approach would bring the best results, reinforce the strengths of the company’s brand and values, and represent excellent returns on their investment.

This included easy-to-use visual guides to help staff present their services and close deals; the launch of an entirely new service, In-House Maintenance, which included branding and the new office launch; and a creative campaign called Another True Story, designed to promote testimonials and use a storytelling approach to marketing.

Finally, we also developed Daniel Cobb’s loyalty card, Locally Grown. This unique piece of original marketing offered members discounts from local businesses, helping reinforce Daniel Cobb’s presence as a trusted local name.

Results

The multi-channel campaign for Daniel Cobb reached almost 70,000 users, 60% of them new users, during the 18-month campaign. Over 41,000 users found Daniel Cobb through Organic Search, and the entire campaign generated over 2200 leads.

Best of all, there was a 17% overall increase in conversions compared with the previous period. This fantastic leap was achieved through the new lead generation streams, such as In-House Maintenance and Locally Grown, as well as the boost to conversions and conversion rates from existing channels—during the campaign period, Daniel Cobb recorded a 21% increase in valuations, a 41% increase in office enquiries, and a 31% increase in general enquiries.

When it comes to bringing a community closer together through timely, relevant content—and reaping a fine ROI—we’re proud of our efforts.