Digital: Zoopla's Purple Plaques target the living

Zoopla claims to be the most comprehensive property website, combining listings with market value data, local information and community tools. Cow PR developed the Purple Plaques campaign to highlight that Zoopla offers this extra information.

Campaign: Purple Plaques
Client: Zoopla.co.uk
PR team: Cow PR
Timescale: October-November 2011
Budget: £12,000

 

Objectives

  • To highlight the comprehensive offering from Zoopla and raise the brand's profile
  • To achieve national and regional press coverage outside of the property pages
  • To drive traffic to the site.

Strategy and plan

Noting that English Heritage's blue plaques only honour people who have been dead for at least 20 years, Cow sourced the addresses of former homes of notable figures who were still living. It placed plaques at the former homes of David Cameron and Lewis Hamilton, among others. Cow generated further coverage by using interior shots of the Camerons' home before they moved, and helped to create a section on the Zoopla website where people could browse and suggest plaques.

Measurement and evaluation

The launch of Purple Plaques achieved about 200 pieces of coverage across print, broadcast and online media.

Results

Within weeks of launch, 60 plaque requests had been submitted on the site, as well as suggestions for new celebrities and homes via the Purple Plaques page.

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