Home buying brand Trulia is launching its first national ad campaign this week, aiming to drive viewers—particularly women—to download the digital real estate brand's mobile app.
"Women have 96 percent of the influence on purchase decisions," Kira Wampler, Trulia's recently named CMO, its first, told Adweek. "More mobile is also super important for us, as we see where the category is going."
Worth $45 million overall, the "Moment of Trulia" effort includes TV spots that will go live Monday on cable channels such as Scripps-owned HGTV, as well as digital radio (Pandora and iHeartRadio), online video (Hulu and HGTV.com), display, mobile and out-of-home advertising. Facebook and Twitter marketing will lean on earned-media plays, while mommy bloggers are also in the mix. FCB San Francisco, which recently won the account before changing its name in the global rebranding of Draftfcb, is leading the the six-month initiative for a company that had previously handled marketing in-house.
The first TV spot, called "Look," was uploaded to YouTube over the weekend (see below) and features a couple constantly updating each other about a new house listing they discovered on their smartphone or tablet. In one moment, the 30-second ad shows the husband-and-wife shopping team getting a pedicure, a nod to the campaign's target audience of college-educated married women aged 25-44.
Two other spots will emerge in the coming weeks. The commercials, in each case, end with a prominent call-to-action that encourages viewers to download Trulia's free smartphone app. Wampler, whose previous stop was at Lytro, a light-field camera startup, said Trulia's effort was direct marketing-minded.
"Sixty-two percent of our current audience is ready to buy a home in the next six months," she explained. "This is important because the way we make money is to send agents leads."
Interestingly, Trulia said its paid digital efforts send twice as many leads as organic efforts. For mobile app install ads, Wampler said, it generally receives a 36 percent better return on investment compared to normal response in the home real estate category. Trulia's service is designed to connect home buyers, sellers and real estate agents.
"Our audience is roughly 55 percent mobile," she added. "Well over half of our leads happen via mobile."