National Association of Realtors’ video series garners 2 million views, exceeds goals
NAR’s ‘Coming Home’ video series dealt with homelessness, PTSD and relocation, winning an award in the ‘Content Marketing’ category of PR Daily’s 2021 Digital Marketing & Social Media Awards.
Twenty-one percent of all U.S. home buyers and sellers are veterans or military service members. This gave the National Association of Realtors (NAR) the opportunity to demonstrate the value realtors provide consumers.
In partnership with Great Big Story, a cinematic storytelling platform created by CNN, NAR produced “Coming Home,” a three-part video series featuring the stories of military staff and their families as they relocate, showing how realtors work with their clients throughout their real estate journey and often beyond.
Episode one highlights NAR Good Neighbor Award winner Mark Solomon, showcasing how the nonprofit organization he co-founded, Veterans Community Project, combats veteran homelessness. Episode two features Gail Doxie and her nonprofit, Miles of Smiles, a horse ranch in Fort Myers, Florida, which treats soldiers with PTSD through equine therapy. And episode three highlights Linda Batten as she helps a family relocate from a camper in California to their first home in Virginia.
The videos delivered more than 2 million views and 5.36 million impressions across Facebook and YouTube, over-delivering on the campaign guarantee of 1.85 million views. With some 773,000 organic views, the campaign generated more than $123K,000 in added value for NAR.
Seventy-six percent of the campaign’s emotional reactions and comments were positive. Viewers expressed a deep respect for the realtors helping individuals and reacted positively to content about helping veterans.
Kudos to Cammy Keiler, Ashley Vanasse, Stephanie DiCicco, Kristen Ziaks, Amy Merchant, Scott Bartosiewicz, Anna Bosacker, Casey Carpenter and Karen Bebart.
Learn more about Ragan’s and PR Daily’s current and upcoming awards programs here.