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Company: National Association of REALTORS®, Chicago IL
Nomination Submitted by: Havas Media Group
Company Description: America's largest trade association, representing 1.5 million members, including NAR's institutes, societies, and councils, involved in all aspects of the residential and commercial real estate industries. The term REALTOR® is a registered collective membership mark that identifies a real estate professional who is a member of NAR and subscribes to its strict Code of Ethics.
Nomination Category: Marketing Campaign Categories - Specialty
Nomination Sub Category: Branded Content Campaign of the Year
 Nomination Title: Where The Heart Is, A 4-Part Video Series Co-produced by VICE Media, The National Association of REALTORS® and Havas Media Group
- Which will you submit for this nomination, a video of up to five (5) minutes in length about the nominated campaign or program, OR written answers to the questions for this category? CHOOSE ONE:
Written answers to the questions
- If you are submitting a video of up to five (5) minutes in length, provide the URL of the nominated video here, OR attach it to your entry via the "Add Attachments, Videos, or Links to This Entry" link above, through which you may also upload a copy of your video.
- If you are providing written answers to the questions for this category, you must answer this first question: Specify the date on which this campaign or program was launched:
07/26/2021
- If you are providing written answers to the questions for this category, you must answer this second question: Describe the genesis of the nominated campaign or program: the reasons it was initiated, the challenges it was created to address, the problems it was developed to solve, etc. (up to 250 words):
Total 236 words used.
With 1.5 million members nationwide practicing all facets of real estate, the National Association of REALTORS® (NAR) is the largest trade association in America. The title “REALTOR” is a trademarked term, and only members of NAR can call themselves a REALTOR® and must adhere to its Code of Ethics.
The National Association of REALTORS® (NAR) Consumer Advertising Campaign’s content partnerships provide an opportunity for deeper storytelling that educates consumers on the REALTOR® difference. By leveraging the credibility and equity of trusted, premium publishers, NAR is able to amplify the value its 1.5 million REALTORS® bring to the real estate transaction and beyond and align with cultural conversations around relevant trends and topics such as economic shifts and historical moments.
NAR strives to ensure that all content illustrates at least one facet of the REALTOR® difference, whether that be through the expertise they can provide to their clients during the homebuying process or the caring characteristics that enable them to go above and beyond for their clients and their community.
In this case, the pandemic changed people's perspectives on pretty much everything but one thing remains the same: the desire to own property will not be diminished. And last year proved to be a game-changer for how people shape the world. Miraculously, this ever-shifting world didn’t diminish the desire to reimagine how we live. Even when a door closed, people found new doors to open.
- If you are providing written answers to the questions for this category, you must answer this third question: Describe the development of the campaign or program: the planning process, the goal setting, the creative and media development, the scheduling, etc. (up to 250 words):
Total 250 words used.
In partnership with Vice Media, NAR produced “Where The Heart Is”, a 4-part video series to demonstrate that no matter how the real estate market and property priorities change, REALTORS® adapt and innovate alongside their clients.
We set out to prove that REALTORS® stand for something greater than property search. In order to drive likelihood to work with a REALTOR®, we demonstrated the ethics and expertise that agents who are REALTORS® bring to every client relationship. In highlighting these moments, we put emphasis on the futures that are possible as a property owner, and the role of a REALTOR® as the right partner to help the client make the best decisions to unlock these futures.
In our fourth year of partnership, we explored what buying property looked like in a year that challenged us in every way. From first-time homebuyers moving to be closer to sick relatives to opening a small business in the midst of a pandemic, we shared real stories of homeownership in 2021.
At the heart of all our narratives, a REALTOR® who not only provided expertise but a shoulder to lean on during pivotal and emotional moments for buyers. These deeply personal narratives parallel the insight, value, and connection of a REALTOR® who directly relate to their clients’ hard-fought journey. Each of the four stories demonstrates the professionalism, service, expertise, and value that REALTORS® offered to each homebuyer. The program came to fruition with a hero documentary series, episodic trailers, social infographics, and custom brand destinations.
- If you are providing written answers to the questions for this category, you must answer this fourth question: Outline the activities and concrete results of this campaign or program since the beginning of 2020. Even if your initiative started before 2020, limit your response to activities and results since the beginning of 2020 only (up to 250 words):
Total 249 words used.
Leveraging the authority and voice of Vice allowed us to resonate and connect with our audience in a more meaningful way. Their ability to dive into complex, emotional, and often overlooked topics offered a platform to tell the stories of home buyers and entrepreneurs that we don't often see in other real estate industry content.
“Where the Heart Is” drove awareness through wide targeting on paid ads garnering 10.6M impressions and 2.6M video views.
From an attitudinal performance perspective, we saw the program contribute to overall lift for the REALTOR® brand, particularly in awareness. [REDACTED FOR PUBLICATION]
Those exposed to the VICE x REALTORS® custom video series gave the content favorable ratings, outperforming Kantar norms when it came to content enjoyment, relevance, and intent to share.
- More than 9 in 10 exposed respondents enjoyed viewing the VICE x NAR custom features.
- Positive sentiment outperformed the benchmark by +24 points.
- VICE drove a strong association of REALTORS® with being “the best in their industry” and “strengthening communities through their work.”
- The majority of exposed respondents felt that the VICE features made them “want to learn more about REALTORS®.”
These learnings will continue to inform our strategy and help us drive a meaningful difference in the homeownership journey by further highlighting REALTOR® equities through high-impact contextual partnerships.
- You have the option to reference here any attachments of supporting materials throughout this nomination and how they provide evidence of the claims you have made in this nomination (up to 250 words):
Total 69 words used.
Content Hub: Where The Heart Is Hub
Episode 1: https://www.vice.com/en_us/partners/nar-where-the-heart-is/episode-one
Episode 2: https://www.vice.com/en_us/partners/nar-where-the-heart-is/episode-two
Episode 3: https://www.vice.com/en_us/partners/nar-where-the-heart-is/episode-three
Episode 4: https://www.vice.com/en_us/partners/nar-where-the-heart-is/episode-four
Social Trailers:
Where The Heart Is: Episode 1 | Trailer FB
Where The Heart Is: Episode 2 | Trailer FB
Where The Heart Is: Episode 3 | Trailer FB
Where The Heart Is: Episode 4 | Trailer FB
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