Project Description

The Big Idea

Grab media attention for an innovative prop-tech launch

To create excitement around the launch of the world’s first property crowdfunding platform, democratising property investment by enabling people to invest in bricks and mortar for £1,000. Rumpus was tasked with raising The House Crowd’s profile among UK investors who often don’t recognise property crowdfunding as a credible mainstream investment option.

Approach

What we did…

Rumpus ran a full reactive and proactive press office for the launch, to generate a stream of quality content, launching targeted media relations campaigns to promote new products or developments.

  • Devised an awareness-boosting media relations strategy with strong cut-through
  • Created news-hooks for national, trade, regional and broadcast media
  • Established The House Crowd chief executive, Frazer Fearnhead, as an industry thought leader
  • Implemented all social media activity for the launch, including community management
  • Managed Frazer’s appearance on Dragons’ Den and subsequent PR opportunities

Key results include:

  • Secured 195 pieces of coverage, including core national publications, Financial Times, The Telegraph, This Is Money, Radio 4, The Times and The Daily Express, plus a full-page spread in the Metro
  • Analysed investor sentiment and responses, identifying that the majority had discovered The House Crowd via media coverage
  • New registrations on The House Crowd website were directly attributed to media coverage
  • Established Frazer Fearnhead as a go-to voice on alternative finance, driving up inbound media enquiries
  • His first book, The Alternative Guide to Property Investment, reached Amazon bestseller status following the launch campaign

The Results

What we achieved…

0
Pieces of Coverage
0High-profile Features
including BBC Radio 4, BBC 2, The Money Show
0Amazon Bestseller
Book Launch reached Amazon Bestseller status
0Leads and Registrations
0Thought Leadership
Proactive Comments

Media Split (%)

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