Real Estate
Digital Media Planning & Buying
CAMPAIGN OBJECTIVE
To drive lead volumes with a certain qualification ratio while also maintaining a steady CPL in
GCC, US, and SEA regions
To drive lead volumes with a certain qualification ratio while also maintaining a steady CPL in GCC, US, and SEA regions
STRATEGY/ EXECUTION
Earlier Brigade used a consolidated approach with all the ‘Under-construction’ and ‘Ready to move-in’ properties under the same Landing page which wasn’t effective as the audience lacked clarity with all the properties on one landing page. We separated these projects into two separate landing pages as ‘Under-construction’ and ‘Ready to move-in’ to gauge the intent of customers. This was to leverage on the fact and observation that NRI audiences have more intent converting towards Ready to move-in projects, which can instantly give returns.
We experimented with various advertising channels like the Taboola, Columbia, One Native, OneIndia, Outbrain and DMPs. The approach here was to test which channel works the best other than the mainstream channels like Google and Facebook.
RESULTS:
Even with Covid-19 adversely affecting the real estate market, we achieved a quality Ratio of above 20% at a CPL of less than Rs.2200.
Separating Ready to move in projects and creating a separate campaign and Landing page resulted in 4x lead volume where the lead to qualification ratio was above 40%.
We identified various channels that work in specific markets and scaled them in particular regions. For example, our Taboola strategy helped us achieve great results in the SEA region.
