Non-Traditional Influencers are Taking Over Our Feeds - Here’s How You Can Make the Most of Them in Your Marketing
Atlantic Builders, an award-winning regional homebuilder, turned to BCENE PR as its agency of record to build brand awareness and drive interest for its newest communities, Afton Villas and Southwood. Atlantic Builders sought BCENE PR’s expertise to launch its first-ever influencer marketing program to further build its online reputation and reach untapped audiences in the hyperlocal Charlottesville and Fredericksburg, VA markets.
THE PROCESS
BCENE, in turn, leveraged nontraditional influencers to connect directly with potential homebuyers in key markets. We began with a deep dive into local realtors and influencers with strong social content and engagement that would drive traffic to Atlantic Builders’ communities. BCENE PR then recruited (3-5) influencers per community to serve as trustworthy third-party endorsers and create beautiful, authentic content. Influencer activations for Atlantic Builders included virtual and in-person model home tours, realtor and community events, interviews with on-site sales representatives and newsletter features.
BCENE PR utilized influencer marketing to ensure Atlantic Builders continuously generated “new news” and coverage with creative campaigns such as pickleball socials, on-site chef demos and home organization workshops. BCENE PR also leveraged influencers to promote new phases of the communities and boosted Atlantic Builders’ events by inviting relevant realtors and influencers to create promotional content on-site.
THE RESULTS
To date, BCENE PR has generated:
More than (50) pieces of original content for Atlantic Builders that can be repurposed for marketing materials, social ads, email marketing and more!
More than 43K social views with a reach of more than 268K followers across Instagram, Facebook and TikTok.