How NetEase Media Amplified Shell's Brand Presence Through IMC

How One Symbol Studio Elevated Shell Find House with Integrated Marketing Campaigns

This blog post delves into an impressive marketing campaign executed by One Symbol Studio for Shell Find House (贝壳找房) in collaboration with NetEase Media. Let's unpack how this integrated marketing approach, encompassing events, content, and channel strategies, effectively amplified brand awareness and drove tangible results.

The Challenge:

Shell Find House, a leading real estate platform, aimed to solidify its position as the preferred choice among young consumers while enhancing brand trust and generating qualified leads.

The Solution:

One Symbol Studio orchestrated a multi-pronged campaign built on three key pillars:

• Event Marketing: The "Urban Shell Person" live program with NetEase News became the centerpiece of this initiative. A pre-event interactive H5, titled "Searching for Urban Shell Persons," resonated with urban professionals by capturing their "soft moments" after work. This online campaign generated UGC and user engagement, culminating in a pop-up "Soft Sanctuary" experience at Beijing's Sanlitun district. The live event fostered community and brand interaction through interactive installations and media experiences, amplified further by NetEase's livestream coverage.

• Content & Effect Marketing: To establish a consistent presence and build trust, One Symbol Studio developed a multi-layered content strategy:

  • Data-Driven Insights: "House Situation Decryption" offered regular data analysis of real estate trends.
  • Informative Content Series: "Secondhand House Hunting Notes" provided personalized recommendations based on user preferences.
  • Engaging Video Content: The series "Sister Two Asks Three Questions" combined expert interviews, street interviews, and animation to deliver practical real estate knowledge in an entertaining format.
  • Community Building: Private WeChat communities fostered interaction and lead generation.

• Channel Marketing: Leveraging NetEase's extensive reach, the campaign utilized various channels:

  • Direct Sales Channels: "Secondhand House Express Lane" and "House Viewing Groups" accelerated conversions from leads to actual viewings.
  • Offline Presence: Collaborations with enterprises, shopping malls, and real estate exhibitions broadened the campaign's impact.

The Results: This integrated marketing strategy delivered significant outcomes for Shell Find House:

• Increased brand awareness and positive perception among young consumers.
• A surge in qualified leads and conversions driven by targeted content and channel strategies.
• Strengthened brand trust through data-driven insights and community engagement.

This case study demonstrates the power of a well-executed integrated marketing campaign. By aligning event activations, compelling content, and strategic channel utilization, One Symbol Studio helped Shell Find House achieve its objectives and solidify its position as a leading player in the real estate market.