Integrated PR & Digital Campaign

St Modwen Homes - Building Brand Awareness and Digital Growth

How Tribera built a segmented PR and digital campaign for St Modwen Homes that beat every KPI, driving 191 pieces of coverage and a 300% increase in Meta conversions year-on-year.

CLIENT

St Modwen Homes

SECTOR

Construction, Property, Housebuilding

SERVICES

PR Strategy, Digital Campaign, Audience Insight, Paid Social

DATE

Year ending January 2025

191 pieces of coverage, 86% over target

300% increase in Meta conversions year-on-year

Average Domain Authority of 75, 25% over target

BACKGROUND

St Modwen Homes brought in Tribera to build national and regional brand awareness across distinct audience segments, driving media visibility and website traffic.

CLIENT CHALLENGE

St Modwen Homes needed to reach very different audiences, first-time buyers, style seekers, downsizers and upsizers, without the campaign feeling generic to any of them, while converting that visibility into leads.

TRIBERA'S SOLUTION

We built four customer personas and mapped the media each one consumed, tapping into trending moments, from Bridgerton-inspired interiors to viral TikTok cleaning hacks, and positioned in-house experts as trusted voices across property and lifestyle media.


On paid, we ran activity across Meta, Google, YouTube, TikTok and Pinterest, with video-led property tours the strongest performer, one ad hit a 7% CTR. Adding Meta's Conversions API and integrating Salesforce data laid the foundation for much higher-quality lead generation.


THE RESULTS

Against KPIs of 101 pieces of coverage and 16 pieces of social coverage, the campaign delivered 191 pieces of online coverage, 86% over target, and 29 pieces of social coverage, 75% over target, at an average Domain Authority of 75. Google Ads conversions rose 13% with a 29% better conversion rate. Meta conversions rose 300% with a 245% better conversion rate, while cutting cost per engagement 82% on 25% less spend.


We have worked with Tribera for several years with their expertise and retained support helping us across a range of our marketing functions on everything from Digital to PR, social and integrated campaigns. Focusing on the PR and campaign-led elements, Tribera have been a tremendous support, the team, led by Sheridan, have produced excellent results year-on-year as we navigated through a variety of challenges as a business. With a network of developments across the UK, the team were able to consistently deliver market-leading coverage across key national and consumer media targets, driving awareness of our USPs and sales initiatives. What I've been most impressed with since working with Tribera is their ability to consistently deliver towards our long-term strategy whilst also being open, agile and adaptable enough to move swiftly when quickfire opportunities present themselves. I cannot recommend the team highly enough!

Mike Leonhardt, Senior Comms Manager at St. Modwen Homes

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