#ItsGoodToBeHome

Background:

CCI Pvt. Ltd., came up with a proposition for luxurious yet affordable living at their residential project, Rivali Park. The homes offered a world of amenities and perks to the homeowners, but were limited in an industry dominated by big sharks. Thus, the ask was to drive a digital marketing strategy to further enhance their footfalls and digital footprint.

Insight:

Real Estate has always been an industry that relied heavily on physical site visits, but owing to the pandemic, there was an opportunity for digital innovation to close house sales.

Challenge:

With the pandemic at the forefront, we had restrictions on travel & movement, and physical site visits were off the cards.

Objectives:

With #ItsGoodToBeHome, our top goals were simple-
-Firstly, sell the idea of a virtual home tour and get prospects to take the virtual tour
-Stie conversations around the new approach and Rivali Park’s new housing
-Drive sales
-Increase word of mouth with effective communication in our media ads

 

Creative Solution:

The feeling of #ItsGoodToBeHome stemmed from one common question, i.e., what does a ‘home’ truly mean for our audience? To invoke the same, we carefully started indexing our target audience and used geo-targeted ads, sponsored posts, topical conversations, etc. to get the ball rolling.

Strategy & Execution:

1) We started with mapping our audience based on various parameters
2) Experimenting with different ad styles allowed us to be dynamic for our audience
3) We showcased the perfect blend of the various benefits of living at Rivali Park
4) The beauty of being able to make your dream home, a reality was conveyed seamlessly
5) The content hooks further highlighted various USPs like the location, the amenities, etc. and amplified our central thought
6) We also leveraged Rivali Park’s virtual tour walkthrough to influence home buyers to get a proper tour of our project from the comfort of their homes.

Impact OR Results

We received 378k leads at 50% lower CPL and 18% qualified leads that helped us deliver a whopping 500% profit on their initial investment through campaign-sourced sales.

Team Members

Client Servicing:
Aakash Goplani – Brand Experience
Moksha Shah – Brand Experience
Rushit Parekh – Brand Experience
Design :
Harshad Patil – Design
Adil Wahid – Design
Copy :
Mimiksha Roy – Content
Nidhi Mehra – Content
Shashank Khubchandani – Content
Media team:
Swati Kardak – Media Planning And Buying
Pushpa Wadkar – Media Planning And Buying
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