Create a fun and interactive way for REALTORS® to learn about the benefits of REALTOR.ca and to understand how REALTOR.ca tools can help support their business.
CREA’s membership base of over 110,000 REALTORS® from across the country.
We developed the concept and branding for “2 Minutes to Win It!”, a six-week online contest that required REALTORS® to complete fun and informative challenges on a weekly basis. These challenges encouraged members to explore the tools and features available to them on REALTOR.ca and included tasks such as finding their profile, comparing listings and viewing demographic stats.
Once they completed each challenge, they were presented with an entry form for a weekly prize draw. Every successful weekly entry was also an entry into a grand prize draw for a $5,000 business makeover.
A series of animated videos was developed to promote the contest and reveal weekly challenges. We took an illustrated approach to keep things fun, engaging and easy to understand.
The microsite, 2mins.realtor.ca, was the hub for the contest, housing the weekly challenges, capturing contest entries and providing participants with a personalized experience by tracking their progress.
Email and social media were used to promote the contest and remind participants weekly of each challenge.
In 2016, the first year we ran this campaign, the goal was to increase overall awareness of the REALTOR.ca site and help members understand how it could help them build their business. The contest generated over 9,000 total entries and engaged over 6,300 members. CREA also received lots of positive feedback from members at events.
In year two, 2017, we wanted to build on the contest branding from the first year and help members understand how REALTOR.ca tools could help them grow their business. The result was an even higher level of engagement, with over 27,000 total entries in the contest and engaging over 8,600 members. This represented a 37% increase in members engaged and an over 200% increase in total entries. A long-term analysis of REALTOR.ca tool usage also showed that members continued using REALTOR.ca tools for months after the contest closed.
Director of Marketing Strategy, Cyan Solutions