At Group Two, our mission is to create data-driven marketing campaigns that build trust with buyers and drive results. Winning awards is never the goal, but when it happens, we feel incredibly humbled to have partners who trust us so deeply with their brand and reputation. We are reminded of why we love what we do. That’s why we are honored to announce that Group Two and Homes by Dickerson have won the The NAHB Nationals Gold Award for “Best Digital Marketing Campaign” of 2020!
Parade of Homes: The Best of HBD
Every year, Homes By Dickerson — a luxury, custom builder in North and South Carolina — creates masterfully styled and constructed parade homes for the Triangle Parade of Homes, one of the largest and most competitive parades in the country. It’s an event they look forward to every year, and the team works around the clock to make it perfect.
For the 2020 parade, Homes by Dickerson wanted to create a campaign that showcased ten parade homes in an inspiring and engaging way to stand out from the other 150 entries. As their long-term, strategic marketing partner, we set out to fine-tune and bring forth their bold vision, preparing for multiple scenarios based on evolving COVID-19 protocols. Group Two’s goals were to:
- Tell the story of all ten unique parade homes
- Generate and capture leads as the parade approached
- Position Homes By Dickerson as the most design and style-focused builder in their market
- Pivot, due to COVID-19, to plan and execute both an in-person and virtual parade experience
Each parade home featured bold design choices and selections that reflected the custom quality and attention to detail that Homes By Dickerson is known for. We created a name, distinctive logo, look, and even a cocktail pairing for each home – distinguishing them not only through design, but also through personality. Our goal was to capture the attention of the discerning move-up buyer with impeccable taste. This campaign was all about the buyers — the imagery, words, and calls to action invited them to discover their own personal style through the home they most identified with.
In partnership with Homes by Dickerson, Group Two created a name, distinctive logo, look, and cocktail pairing for ten unique homes in the Triangle Parade of Homes.
How We Did It
Since we had to consider COVID-19 precautions during the parade, we created signage to be placed inside the homes that directed visitors to send a text to receive a downloadable brochure. This allowed the builder to capture more leads and tell buyers a deeper story of the home in a safe and contactless way.
Every parade home was a winner! Seven homes won Gold, one was awarded Bronze, and two won Silver. These distinctions reinforced Homes by Dickerson’s position as a premier builder in their market and drove increased interest, traffic and demand. Eight of the ten of the parade homes sold within a month of campaign launch, even at the higher price point due to the “showcase quality” of each home.