Share accommodation site, Flatmates.com.au has revealed its new summer marketing campaign across TikTok, Meta and YouTube campaign. The launch correlates with the peak search and moving period for share accommodation.
The social-led campaign continued the ‘Find your people’ platform, focused on the positive lifestyle benefits and friendships that come with share housing—having more room for connection and celebrating the everyday.
The campaign featured a range of content creators drawing on their personal experiences of shared living. The hero creative is centred on authentic, platform‑native storytelling that feels at home in social feeds with three content creators sharing their own experiences. Anna Ranford, Sophie Rindfleish and John Anderson, who had each previously used Flatmates, shared their stories about the long‑term friendships and memorable moments that have come from their share house experience.
The creator content is supported by a suite of low‑fi social ads produced by REA’s in house content team, highlighting the practical benefits of shared living and product features such as filters that help members find their people faster.
A case study featuring housemates Alyssa, Adele and Eliza, who live together on Victoria’s Mornington Peninsula and bond over tennis, footy and evenings at the beach, rounded out the campaign. Produced in partnership with video production agency, MOO, their story brought to life how share housing can deliver both financial benefits and a strong sense of community.
“Our latest Flatmates National Share Accommodation Survey found more than half of respondents said the cost of living was the key driver for entering the share house market, but one in five respondents told us they chose shared living for the companionship it offers and one in two said their share house feels like home,” said REA Group executive manager, consumer marketing, Chris Reeves.
“This campaign brings these benefits to life—with a focus on the social connection and friendships our users tell us make the biggest difference.
“As people of all ages look for ways to manage the cost of living, Flatmates plays an important role in helping Australians unlock more affordable housing options. By leading with real and relatable stories, and by leaning into platform‑specific creator content, we’re aiming to keep Flatmates front of mind for anyone looking to list a spare room or find a new place to call home this summer.”
