With a new brand campaign centered around valuation, we saw an opportunity not only to educate but also capture the audience’s imagination and bring them closer to the brand.

Understanding how to value one’s own property and potential properties is an important skill. To demonstrate PropertyGuru’s expertise, we set about valuing one of Singapore’s most iconic buildings – the official residence of the President, The Istana (Palace). With its own golf course, extensive grounds, prime location along Orchard Road, and its historical significance, this was one truly ‘Des Res’.

‘Value the Palace’ was a four-week, content-rich, social media campaign. Although the idea was a little tongue-in-cheek, it really captured people’s imagination. We commissioned four experts to value this national treasure and launched a competition on Facebook to let others try, with a stay at the Raffles Presidential suite up for grabs. Newspapers picked up the “story” and provided lots of earned media, as well as renown for the client.

Results – We grew the FB community by 60% over a four-month period. And increased market share of “visits” to over 70%, strengthening PropertyGuru’s No.1 position in Singapore.