Social Media

12 Days of Social Media: A Gingerbread-themed Holiday Campaign

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Ginger Fred, a cookie made of gingerbread, was not planning on spending major dough for a new home, but when he found out his wife had a bun in the oven, it was unavoidable. So he turned to "Million Dollar Listing Los Angeles" real estate agents James Harris and David Parnes to find the perfect cookie cottage.

That was the actual storyline behind a whimsical search for the perfect gingerbread home for the holidays that was real estate site Trulia's way of highlighting its services.

The 12-day social media and public relations campaign ran from Dec.1 through Dec. 12, ending on "Gingerbread House Day," with daily Instagram photo vignettes chronicling the search. Mekanism did the creative.

Known for its rich databases of real estate information, pricing histories and photos, Trulia highlighted its expertise by pinpointing the best neighborhoods in San Francisco and Los Angeles for the gingerbread family, locating the best nearby bakeries and grocery stores and areas that are not too hot to melt icing roofs. Infographics with the 10 best and the 10 worst places for gingerbread families to live will play on Trulia's traditional data-driven "best of" listings it publishes throughout the year.

Million-dollar uber agents Messrs. Harris and Parnes were tapped because the online real estate service also helps buyers and sellers find real estate agents. The two men showcased the search on their own social media channels as well.

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