As one of the UK’s largest house builders, Persimmon Homes build around 16,000 new homes every year at over 400 locations. However, following a plague of negative press reports around leasehold properties, poor customer service and multi-million pound management bonuses, Persimmon’s reputation had taken quite a knock. Our challenge was to quickly rebuild customer confidence.
How did we do?
We created a responsive brand campaign that directly countered the negative press reports by asking customers a simple question – ‘Think you know Persimmon? Think again’. This provided the perfect chance to shine a light on the great work Persimmon does that customers often never hear about.
Through strong statement headlines, our creative brought to life factual information about the Persimmon business that was unapologetic and hard-hitting, while also being completely transparent. The latter was particularly important while the brand’s integrity was being questioned. The result was a campaign that got people to dump the fake news in favour of concrete facts.
In addition to this responsive campaign, we also continued to build the online presence of Persimmon through our ongoing Facebook content. With over 87k Facebook followers and counting, currently 10% of all web traffic for the Persimmon Group comes directly via our engaging Facebook campaigns.