Content strategy · Interviews · FilmReaching new audiences through business owner stories.
We shifted Home Square’s Instagram content from selling property to telling the stories of the business owners inside it.
Reported outcome4×Reported increase in average organic Instagram reachView results & measurement notes
Featured film
Crimp / Part of the Home Square legacy seriesThe client’s problem
Reach beyond people looking for property.
Sales-led content addressed prospective property buyers. To engage a wider Instagram audience, Home Square needed a subject people could relate to even when they were not considering an investment.
What shaped our approach
The owners had invested years of work and personal ambition in their businesses. Their experiences gave the destination a human story beyond what was available to buy.
The creative decision
Introduce Home Square through the people building their businesses there.
Falverra’s contribution
What we did.
We reviewed Home Square’s social content and created an interview series about the business owners based there.
Interviews about the owners’ experiences.
We shaped interviews around the owners’ experiences, ambitions and memories. The questions made space for personal stories beyond a description of what each business sold.
A film series built around real business owners.
Interviews and footage of the owners at work became a legacy series. Home Square stayed present as the setting while the people within it gave each film its subject.
Client-reported outcomes
The results.
Reported increase in average organic Instagram reach
Result supplied by the client/campaign team. The baseline and comparison period were not specified in the supplied case study; this is a reported outcome, not an independently verified measurement.
What this project shows
The owners’ journeys made Home Square relevant beyond a property purchase. The destination provided the setting; their experiences gave people a reason to watch.
Let’s connect
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