In the heart of Gosford, Horizon is a new and exciting mixed-use development comprised of 19 stories of architecturally-designed apartments. Gosford is known as a vibrant precinct where you can relax and socialise as the best it has to offer is right outside your door.
The Challenge
The team have experienced slower sales growth due to a prolonged process and delays in finalising planning details. As a result, only 40% of these luxurious apartments had been sold. Targeting buyers in Sydney had been another challenge for the team as it can often be quite difficult to capture or convert these prospective clients. With a 5-minute walk to the train station and a 7-minute walk to the hospital, the team at Horizon Gosford needed to attract young professionals predominantly in the medical industry, students and others with a liking for a coastal lifestyle.
Additionally, the Horizon Gosford project team wanted more focus on boosting its positive brand image amongst the local community. Plezzel’s Digital Team was engaged to discuss digital solutions to not only fill this gap due to challenges faced but also to boost brand awareness and create a positive vibe around this exciting new project.
The Solution
Plezzel’s Digital Team recommended a digital campaign focusing on brand awareness and lead generation, designed to increase awareness and create an interesting following for this incredible project.
The three-month campaign ran Lead Generation, and Brand Awareness campaigns parallel to one another, using A/B split testing to achieve optimal results across the Google Display Network, Facebook and Instagram.
Three creative variants; a slideshow, carousel and still image, were tested. The team of digital experts at Plezzel analysed key metrics such as clicks and engagement to identify where the budget was to be allocated most efficiently.
Results
The Plezzel Project Marketing Platform includes full enquiry capture from all online advertising channels. This enabled the team to retarget and expand the digital audience for the project. With an impressive number of over 143 digital opportunities generated and 117 engagements, the powerful duo of Brand Awareness and Lead Generation worked wonders for Horizon Gosford. A low cost per click of $0.91, meant that Plezzel were able to help Horizon Gosford engage with more users with the given budget at a strong ROI (Return On Investment).
The Horizon Gosford team overcame the difficulty of targeting Sydney’s buyers as 143 new contacts landed in their database. This gave them a solid platform to prospect and fill more of these newly developed apartments.
Key results supporting this achievement are as follows:
- Impressions (number of times your ad was on screen): 682,585
- Clicks (number of people who clicked on your ad): 5,768
- Cost-Per-Click (average cost of each click): $0.91
- Reach (number of people who saw your Facebook/Instagram ad): 155,809
- Total Opportunities: 296 (incl. any tests) Facebook Leads: 143 (number of people who enquired via the form)
Please note: all statistics have been obtained from Facebook Ads Manager and Google Analytics.
“It was a great experience to work with the Plezzel Team, who showed us that the power is in targeting. We were able to generate engagement from locals and Sydney buyers while generating opportunities to fill these apartments.”
– Kayla Hansford, Developments Sales Coordinator, Castillo Gosford
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