At the start of 2021, if you were to ask the average Aucklander what Kāinga Ora does, they’d likely reply ‘they look after state houses’. Few had any idea that Kāinga Ora also has an expert urban development arm that’s delivering some of the most ambitious masterplanned neighbourhood regeneration projects in New Zealand’s history. 

It was the start of a house-building boom, and Aucklanders were seeing houses spring up all over the city. What they didn’t know was that not all housing developments are created equal. In Kāinga Ora-led developments - Hobsonville Point, Northcote, Roskill, Mangere and Tāmaki - housing quality is assured, infrastructure is future-proofed for growth, and parks, playgrounds, walkways and town centres are being built or upgraded.

Lion’s Share had worked with Kāinga Ora on a number of successful sales campaigns in the past, but they’d been led by each individual neighbourhood development’s brand. Now for the first time, Kāinga Ora’s target audience had broadened to encompass all of Auckland’s homebuyers - many of whom were house-hunting in multiple suburbs. It was time to let Aucklanders know: Choosing a house in a Kāinga Ora-led development is the smart move.

With nearly five million impressions and 30,000 campaign landing page visits achieved over eight weeks, Smart Move introduced a significant proportion of Auckland’s homebuyers to the benefits of buying in a Kāinga Ora-led development. What’s more, the audience was highly engaged, with nearly 20,000 conversions achieved, and a Facebook CTR of more than 3.5 the industry average. Ask the average Auckland homebuyer now who Kāinga Ora is, and you might just hear them say “They’re building some of the best neighbourhoods in Auckland”.