Articulon spearheaded a dynamic multi-channel marketing campaign for the 2024 Triangle Parade of Homes, showcasing the region's finest new home construction. The campaign's creative strategy centered around the theme "Come to Look. Leave Inspired," while describing the event as "North Carolina's Biggest Open House" to generate attention. Leveraging a mix of traditional and digital media, including TV, radio, streaming platforms, social and media relations, the campaign achieved impressive results despite challenges of Hurricane Helene in Western North Carolina and the 2024 Election.

 

Key achievements:

• Exceeded industry benchmarks for live streaming and display ads

• Generated significant earned media value through TV, radio, online and print coverage

• Grew organic social media followings by up to 27.5%

• Outperformed objectives within the influencer campaign targeted to a specific demographic

The campaign's integrated approach demonstrated Articulon's ability to adapt strategies and deliver impactful results within budget for large-scale community events, effectively boosting awareness and participation in the Parade of Homes. The Parade of Homes is brought to the region by The Home Builders Association of Raleigh-Wake and The Home Builders of Durham, Orange and Chatham Counties.