Fine & Country has launched the latest phase of its ‘Dare to be Iconic’ campaign, placing its in-house YouTube presenters at the centre of its marketing strategy.
The refreshed campaign builds on the agency’s existing multi-channel approach, introducing a stronger link between its digital content and traditional advertising as it looks to deepen audience engagement and brand recognition.
The move follows rapid growth in Fine & Country’s YouTube channel, which now has more than 180,000 subscribers, with the firm seeking to leverage the familiarity of its presenters to create a more consistent and personal brand experience.
By bringing its video talent into the core campaign, the agency aims to strengthen continuity across platforms including social media, print, radio and in-branch marketing, while aligning more closely with evolving consumer expectations around digital content.
AUDIENCE CONNECTION
Emilie Despois, Chief Marketing Officer at Fine & Country, says: “The second instalment of our ‘Dare to be Iconic’ campaign marks an exciting step forward in how we connect with our audience.
“By bringing our YouTube presenters, who our viewers already know and trust, into the heart of the campaign, we are creating a seamless experience across our channels.
“This approach strengthens our storytelling, enhances brand recognition, and reinforces our position as a lifestyle-led property brand.”
ASPIRATIONAL MESSAGING
The campaign continues to target the upper quartile of the housing market, with a focus on blending aspirational messaging with a more human-led approach to property marketing.
Fine & Country says the integration of recognisable presenters is designed to improve engagement and trust, as agents increasingly look to differentiate through brand and content rather than listings alone.
The latest rollout reflects a wider shift across the sector towards personality-driven marketing, as agencies look to build stronger emotional connections with buyers and sellers in a competitive, and increasingly digital-first, landscape.
