Driving Attendance Through an Integrated Multi-Channel Campaign
The Home Builders Association of Greater Charlotte’s Fall Parade of Homes is one of the region’s premier consumer events, connecting prospective buyers with participating builders across five counties. HBAGC needed a coordinated marketing push to match the event’s growing scale, build awareness across the Charlotte market, and drive qualified consumers to the Parade.
We served as the central campaign hub, managing media coordination, creative production, and execution across print, outdoor, digital, streaming, social, and earned media. New tactics introduced this year included Meta paid social advertising, influencer marketing, and newsletter and podcast advertising. We handled everything from ad specifications and file delivery to influencer outreach and public relations, ensuring consistent messaging across every channel.
The 2026 campaign delivered 1.82 million measured digital impressions, 19 earned media placements (including six television segments), 418 app downloads, and 2,226 website users during Parade week. Meta paid social was the campaign’s most efficient tactic, generating 7,049 clicks at $0.48 per click and a 2.29% click rate. Influencer-developed Instagram content drew 61,477 views, and streaming TV ads achieved a 99.6% completion rate across 524,480 views.
Project Details
- Integrated Campaign Strategy
- Campaign Management & Media Coordination
- Creative Development & Production
- Digital Advertising
- Media Planning & Buying
- Paid Social Media Advertising
- Influencer Marketing
- Public Relations