Content drives results for government's Right to Buy initiative

The Department for Communities and Local Government required an engaging platform inform a local audience about the discounts available for council and housing association tenants wishing to buy their home. Fewer than 25 per cent of council and housing association tenants knew that Right to Buy meant they could buy their home at a discount so DCLG wanted to drive people to the free unbiased help and support available online.  

Key findings

  • Monitored through a unique URL promoted through content and advertising: 
  • Average website visitors navigated through nearly seven pages (6.84) 
  • Average linger time was almost six minutes (5:56 minutes)