Background

Under the theme of “What makes a house a home”, we created a new point-of-view about KB Home which could apply to all areas of the company and was executed via documentary videos, YouTube pre-roll, social media, landing pages and other tools. While this effort was originally intended as a supplementary campaign created to offset social media attacks, it soon became part of KB Home’s brand messaging.

Approach

Originally designed as a supplementary campaign to counteract social media attacks, our strategy evolved into a broader brand messaging initiative. We crafted a storytelling-driven approach that was executed through:

• Documentary-style videos highlighting real homeowners and their experiences
• YouTube pre-roll ads to reach a wider audience
• Social media content that engaged and reshaped conversations
• Landing pages and digital tools that provided an immersive brand experience

Results & Impact

What began as a reputation management effort quickly became an integral part of KB Home’s brand identity. The campaign’s authentic storytelling not only improved public perception but also helped redefine the company’s messaging, creating a lasting emotional connection with its audience.