Rightmove Renovation Calculator #RightmoveVsNow Creator Campaign
Submitted by SEEN ConnectsAgency IPI Score 42/100

Rightmove Renovation Calculator #RightmoveVsNow Creator Campaign

Influencer Marketing

SEEN Connects ran the #RightmoveVsNow creator campaign for Rightmove's Renovation Calculator, and the agency reports 2.8M total engagements alongside 72K clicks to the calculator.

72KClicks to Calculator
+23%Awareness Increase
2.8MTotal Engagements
95%Positive Sentiment

About the campaign

SEEN Connects ran #RightmoveVsNow, a creator storytelling campaign that promoted the new Renovation Calculator from Rightmove. The brief asked for awareness of the new feature among existing homeowners. It also asked for trust in Rightmove as a valuation partner. The agency cites a figure that 74% of UK homeowners misjudge the value of their home.

The agency built the campaign around the hashtag #RightmoveVsNow. Creators told stories about how they had turned their houses into homes. Each story showed a transformation the creator had completed. The Renovation Calculator let creators show the value those changes had added. The work combined organic influencer content with paid social.

The agency reports 72K clicks to the calculator and 2.8M total engagements. Positive sentiment stood at 95%. Awareness of the Renovation Calculator rose by + 23% after the influencer content. Associations of Rightmove with property valuations lifted by + 21 PTS.

Case in 60 seconds

Rightmove needed existing homeowners to learn about its new Renovation Calculator, which was hard because many consumers did not see Rightmove as a credible valuation tool at all.

Homeowners measure their home by the work they have put into it, so a renovation story told by a creator carries the valuation message better than a property portal describing its own tool.

SEEN Connects created #RightmoveVsNow to celebrate how people had turned houses into homes, so that each transformation story led naturally to the calculator that puts a value on it.

Creators shared their own house transformation stories under #RightmoveVsNow and used the Renovation Calculator to show the value their work had added, with the content run through organic influencer and paid social activity.

SEEN Connects reports that the influencer content drove a + 23% increase in awareness of the Renovation Calculator, while associations with property valuations lifted + 21 PTS, alongside 72K clicks to the calculator.

Strategy Breakdown

Existing homeowners in the UK, many of whom hold an inaccurate view of their home's value and do not regard Rightmove as a valuation tool.
Rightmove was associated with property search rather than valuation, so a new valuation feature started without the credibility it needed among existing homeowners.
Rightmove became the place that puts a number on a homeowner's renovation work, which moved the brand from listings into valuation for people who were not selling.
Homeowners misjudge what their home is worth, and the agency cites a figure of 74% of UK homeowners, so a calculator tied to their own renovations gives them a concrete reason to check.

Creative & Execution System

Partners

  • SEEN Connects

Participation mechanic

  • Creators shared how they had transformed their houses into homes under #RightmoveVsNow and used the Renovation Calculator to show the value they had added.

Results & Evidence

MetricValue
Clicks to Calculator72K clicks
Awareness Increase+23%
Total Engagements2.8M engagements
Positive Sentiment95% positive sentiment
Valuation Association+ 21pts

Why SEEN Connects' strategy worked

  1. 1

    A utility feature finds an audience faster when creators demonstrate it inside a story they already want to tell, because the tool then answers a question the story has raised.

  2. 2

    A brand known for one job can widen its associations through creator proof, because a homeowner showing added value carries more credibility for valuations than the brand making the claim.

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