Hayman-Joyce

Introduction

Hayman-Joyce has worked with You Do Better since 2019, with support spanning PR, social media, content creation, SEO and strategic marketing activity.

Like many successful marketing campaigns, the results achieved through Sky AdSmart did not happen in isolation. They were built on years of consistent marketing activity, helping to create a recognisable and trusted brand across the Cotswolds and surrounding areas.

The second Sky AdSmart campaign, delivered between November 2025 and March 2026, demonstrates how combining targeted TV advertising with ongoing marketing activity can deliver significant reach, strong engagement and increased visibility within a defined audience.

The challenge

The premium property market is highly competitive, with multiple estate agencies competing for attention across the same geographic areas.

Hayman-Joyce wanted to:

• Increase visibility in key local markets
• Reach high-value audiences through targeted advertising
• Reinforce brand recognition over time rather than relying on one-off campaigns
• Support wider marketing activity across multiple channels
• Measure campaign performance and audience engagement

Traditional advertising alone would not deliver the level of targeting or reporting required.

The campaign exceeded target delivery across all key measures.

Results included:

• 144,894 total impressions delivered, achieving 103.7% of target
• 109,531 AdSmart impressions, achieving 104.5% of target
• 35,363 VOD impressions, achieving 101.2% of target

These figures demonstrate the effectiveness of both the targeting strategy and campaign delivery.

Reaching almost the entire target audience

One of the most impressive outcomes was the overall reach achieved.

The campaign delivered:

• 97.6% total audience reach
• 96.2% reach through AdSmart
• An average frequency of 13.69 impressions per viewer

In practical terms, this meant the vast majority of the target audience saw the Hayman-Joyce brand multiple times throughout the campaign period.

This repetition plays an important role in building familiarity, trust and brand recognition.

This means the vast majority of the target market saw the Hayman-Joyce brand multiple times, reinforcing recognition and trust.

The role of Video on Demand

Video on Demand helped extend campaign reach even further.

The VOD element delivered:

• 51.6% audience reach
• 1.5 incremental reach points
• 2.8% of VOD viewers who had not previously seen the AdSmart advert

This demonstrates the value of combining channels to reach audiences who may otherwise have been missed.

Engagement alongside awareness

The campaign generated measurable engagement alongside visibility.

Results included:

• 267 VOD clicks
• 4.1% click-through rate
• £0.70 cost per click

For a TV-led campaign, these figures indicate strong audience engagement and interest.

Audience insights

The campaign also provided useful data that can help inform future activity.

Key findings included:

• Strong performance during daytime and early evening viewing
• Friday and Monday delivering particularly strong results
• 96% of impressions viewed on big-screen devices

These insights help improve future targeting and budget allocation.

Why the campaign worked

This campaign was successful because it combined targeted advertising with a wider marketing strategy already in place.

Contributing factors included:

• Consistent brand building since 2019
• A clearly defined target audience
• Strong creative content
• Precise targeting through Sky AdSmart
• Integration with PR, social media and content marketing

Rather than relying on a single channel, Hayman-Joyce maintained visibility across multiple platforms, creating several opportunities for audiences to engage with the brand.

What Hayman-Joyce said

“Working with Ruby over the years has been consistently reassuring. She brings a level of professionalism and honesty that’s hard to come by. What I particularly value is that her advice is always grounded, clear and given with our best interests in mind.

Ruby has always felt like a natural extension of our team rather than an external supplier. There’s a real sense of being in safe hands, knowing that her experience and judgement are behind everything she does. It makes a significant difference, particularly when clarity and confidence are needed.

I wouldn’t hesitate to recommend Ruby, not just for the quality of her work but for the way she goes about it: collaborative, thoughtful and consistently dependable.”

Tom Hayman-Joyce
Managing Director, Hayman-Joyce

The result

The campaign helped Hayman-Joyce:

• Achieve widespread visibility across its target market
• Strengthen brand recognition
• Generate measurable engagement
• Support wider marketing activity
• Build on an already established market presence

Most importantly, it demonstrated the value of combining long-term marketing support with targeted campaign activity.

Looking to achieve similar results?

Marketing works best when individual campaigns support a wider strategy.

This campaign demonstrates how consistent marketing activity, combined with carefully targeted advertising, can help businesses increase visibility, strengthen their brand and achieve measurable results.

If you are looking to combine brand building with measurable performance, explore our approach to marketing, PR and digital strategy.

You can also learn more about how targeted TV advertising works by visiting Sky TV.

For more insights, take a look at our latest marketing blog.