Multifaceted campaign for a high-end residential estate in Moscow

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Perfomance campaign for VernadSky residential estate

november 2018

This case study shows how efficient and prompt in dealing with client requests we are. Within one week we developed a web page, brand identity, planned and launched a multifaceted campaign to generate leads and awareness, as well integrated IP-telephony with the call tracking, CRM and real estate sales platforms to build a holistic sales pipeline.

Campaign aims

Short-term aims
(October)

Generating 350 qualified leads (calls and inquiries)

Mid-term aims

Building brand awareness

Forming image of a high-end residential estate available at the price of a premium class property

Translating the advantages and winning over competitive environment

Time frame to develop and launch the campaign:
7 calendar days

Objectives

Developing brand identity, copywriting, developing elements of visual identification

Developing a web page

Media planning and buying, lead management to avoid ad fraud and maximize call-to-buy conversion rate

Integration of IP-telephony with the call tracking, CRM and real estate sales platforms to build a holistic sales pipeline

Timing

26-28/09.2018

Brand Identity design, copywriting;

Architectural rendering, developing floor and apartment plans;

Developing a web page and placing pixels to track audiences and conversions.

28/09.2018

Launch of a week-long teasing campaign on real estate websites;

Collecting audiences for further retargeting campaigns;

Software integration;

Generating feeds for real estate websites;

Setting up ad accounts.

03/10.2018

Campaign launch with different channels: OOH, print media, real estate websites and lead management.

3D Modeling

Renders with different angels of the building were modeled in 5 days.

Brand identity

Creative pursuit

Brochure design

Tying software
to the sales pipeline

Integration of IP-telephony with the call tracking, CRM and real estate sales platforms allowed to:

Measure the performance of the entire marketing funnel to support data-driven planning

Track the complete customer lifecycle from the first interaction on a conversion to the purchased piece of real estate

Automatically log every call to the CRM platform

Optimize media split and advertising campaigns

Web page design

Within a week we designed and developed a web page, set pixels and analytics software.

Green score (87 points) according to Google Page Speed

The conversion ratein October
amounted to

0,93 %

Responsive design

Owing to responsive design (the site adjusts its layout in a way that is optimized to the screen) the conversion rate from mobile devices amounted to

1,34%

Green score (92 points) according to Google Page Speed

Call to action buttons

Call to action buttons helped increase website conversion

In October 151 qualified leads were received through the website, which made 30% of all leads.

Advertising Campaign in October

Building brand awareness and image

Special positions in business and in-flight print media (4 placements)

17 billboards along primary routes

Business-oriented online media (premium programmatic buying)

Lead management

Programmatic buying

Open list of premium sources

Frequency limitation (6-8 contacts)

Profiling customers, look-alike modeling

Targeting based on social and demographic features and interests

Search engine advertising

Budget split for search and display (Yandex & Google Display networks) – 60/40

Using competitor brand keywords

Amplifying geolocation

Social media marketing

Social media lead ads resulted in a steady flow of leads, however regular formats with link to the web page allowed to put less pressure on the sales manager of the residential estate

Focus on Facebook and users of mobile devices

Ads on real estate websites and lead generation

Premium and regular ad formats on relevant websites

Detailed information available on the real estate websites, including up-to-date prices and apartment plans

Tracking the complete customer lifecycle from the first interaction on a conversion to the purchased piece of real estate

Traffic volume

The gradual activation of media and data-driven campaign management in October resulted in more than 5.000 visits from paid channels per day.