City of Vancouver

Creating conversation about affordable housing in Vancouver

Digital Marketing.

Engaging with Vancouverites

With millions of dollars generated from the Empty Homes Tax, The City of Vancouver were looking for ways to invest back into the affordable housing community. They needed Goatsocial’s help putting the big question to the public – ‘Where do YOU want the revenue to be spent?’.

Real, honest, content

The Empty Homes Tax had received mix opinion across the City. For that reason, The City of Vancouver needed a campaign which would resonate with residents and offer them a genuine opportunity to have their say. We looked to focus on real-life video content, inviting Vancouverites of all ages to an open call video shoot where they could offer suggestions on where to spend the money.

A catalyst for discussion

The purpose of the campaign was to engage with the people of Vancouver, and we achieved this through a series of short, attention grabbing answers to the big question asked. With over 708,000 impressions, the campaign evolved into an important talking point throughout Vancouver – sparking debate and discussion alike on the topic of affordable housing.

Retarget, retarget, retarget

Building on our successful video content, we also tested a series of static ads across Facebook and Instagram. Our rigorous testing and optimizing process resulted in an increase in click-through rate by 0.05%, the number of views increased by 19% and the number of clicks increased by 64%.

The campaign reached 224,640 people, with 30,832 people taking action during the campaign. The average clickthrough rate was 1.11%, above the industry average of 0.99%.

Engaging with the future

Through the use of digital marketing, The City of Vancouver was able to engage with people in a unique, personal way – using real-life opinions to kickstart a city-led survey. The resulting campaign led visitors to an online poll where they could provide suggestions, which are now being implemented as the City spend their millions of dollars.

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