As lockdown drove a narrative about increasing numbers of house hunters moving out of town, CALA Homes wanted to showcase and celebrate its luxury new homes being created at a series of prime sites across Scotland’s capital city.
Major media relations success had already highlighted those varied developments in Edinburgh, but a non-traditional, digital-first approach was wanted to augment that success.
While focusing on its well-equipped homes with hi-spec kitchens and ideal space for entertaining, the homebuilder also wanted a campaign to demonstrate the city’s thriving food and drink scene, to support the local economy as it reopened.
So, we conceived an ambitious web streaming cook-along with a Michelin-starred chef, supported by a high-impact influencer competition to achieve maximum cut through with the target demographic – young professionals in Edinburgh.
A crucial starting point was to bring on board a suitable figure to be the face of the campaign.
Thankfully, CALA’s existing relationship with the Kitchin Group meant that we could call on the services of renowned Michelin Starred chef and TV mainstay, Tom Kitchin.
Another clear target was to coordinate and deliver a slick, professionally-shot cook-along video to reach at least 10,000 views across social media channels.
More ambitious was an aim to also livestream the event – while engaging at least 1000 live views.
We also set out to drive at least 300 entries for a competition to win vouchers for The Kitchin restaurant.
Another important aim was to ensure the involvement of appropriate lifestyle influencers would drive a “like, tag and share” campaign to increase CALA’s Instagram followers by 500 – in just one week.
What we did
Our fully integrated campaign delivered outstanding Paid media results, extensive Earned media success, while creating collateral that was widely Shared, with lasting value for CALA’s Owned media channels – fully embracing the PESO model.
Varied elements included:
Meticulous advanced planning of the cook-along event, involving a seasonal and locally-sourced meal to be prepared in a show home at CALA’s flagship Boroughmuir development.
Delivering a pre-event photoshoot and a media release announcing the partnership to promote the date for the free-to-join cook-along.
Arranging filming with a multi-camera layout, enabling the event to be livestreamed, while also being captured by a professional video crew for post-production and later sharing.
Thorough research to identify and onboard three prime influencers, securing paid partnerships, high-end competition prizes for their followers and providing them with eye catching collateral for advance promotion.
Results we delivered
What we did
“Holyrood PR built on CALA’s engagement with the community, Edinburgh City Council and key stakeholders to deliver strong and regular third-party quotes.
“Among many highlights, the proactive media campaign even drew out support from the Lord Provost, who tweeted a photo of an article urging his support in a tweet – an incredible outcome.
“In addition all coverage was positive, putting CALA in a strong public position.”