Objectives:

The main objective was to build a targeted community of home buyers across different online mediums and to generate 2,000+ leads in a span of 3 months. They also wanted us to deliver their key messaging ‘we build anything you dream of in the budget you have’ to their social community. The campaign primarily focused on promoting 3 properties. With varied budget ranges targeted at different segments of home buyers - Prestige Song of the South (Starting at USD 44,900) Prestige Lakeside Habitat (Starting at USD 97,024) Prestige Silver Oak (Starting at USD 246,180)

Approach:

We decided the best way to start was by building buyer personas of existing and prospective customers. We then ventured into different content categories to educate home buyers: starting with posts and ads which highlighted the USPs of the three properties. This was followed by targeted ads at all those who showed interest in the properties and engaging them through social conversations. A micro targeting approach was applied with continuous Facebook and Twitter optimization to maintain a healthy quality of leads. Affiliate emailer campaigns o reinforce the message were also implemented along with using WhatsApp to share videos of the properties which people expressed interest in.

Outcome:

The campaign, which had started out with an objective of generating 2,000+ leads in 90 days managed to generate 2700+ leads through Facebook and Twitter alone in under 60 days. The campaign has also managed to have a cumulative reach of over 10 million people on Facebook. The campaign has also received 20 million impressions on Facebook.