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...
Media Split (%)
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