Finding a home for new renting legislation
In September 2019, the Renting Homes Fees Charged legislation came into force, restricting the types of fees landlords are able to charge tenants in Wales.
Equinox was hired to raise awareness of the new legislation amongst tenants and potential tenants while also working with the private rented sector (PRS) to ensure compliance across the industry.
Our bilingual campaign was implemented over two bursts – the first in September 2019 saw an eight-week information campaign to make landlords and letting agents in Wales aware of their need to comply with the new legislation, underpinned by consumer-friendly key messaging targeting tenants and prospective tenants.
Phase two was implemented across six-weeks from January 2020 and focused on consumer engagement, particularly targeting students, who account for a large proportion of renters and typically make decisions on their student accommodation at this time of year.
We further profiled and segmented the two core target audiences (PRS and tenants) into more than 20 sub-groups (by demographic, location, language, occupation, etc) and developed bespoke bilingual messaging and calls to action to appeal to each audience segment.
Using a combination of highly-targeted social media advertising (Facebook, LinkedIn), Google search and display advertising and stakeholder engagement during campaign activation, Equinox delivered a simple yet versatile campaign message – The Way We Rent in Wales is Changing – through platform-optimised video content, social and web graphics, and a stakeholder digital toolkit.
Over 4.5m ad impressions – exceeding the KPI by 53%
Nearly 500k video views – up by 263% on the KPI
Nearly 50k unique visitors to the gov.wales website – exceeding the KPI by 64%