Case Study |

In order to target multiple audiences, we used three strategies to reach the right audiences; Hyper, Social, and Search. Arbours of Keswick first needed to increase their brand awareness. By utilizing our Hyper technology, we geo-targeted particular postal codes near or around the new community while simultaneously targeting relevant points of interest such as recreation centres, grocery stores, and shopping centers. What we saw was that these points of interest were a bit too broad. While continuing to target the surrounding neighbourhoods we switched our approach and used a variety of data sources in order to reach people at multiple stages of their home purchasing journey. Each audience would then be targeted with a specific ad set that would properly suit them providing a much more customized approach. With specific creative provided to us by Rohit, we were able to revise the ad copy and focus on the diversity of our audience groups. For example, Arbours would soon be home to a K-9 school that would attract families with young children to the neighbourhood! To showcase this, the copy and imagery had to have a meaningful impact, “The place for family”. Using the data collected on our specific audiences, we began targeting those ads to families with children, and the same process was used for golfers, dog owners, auto enthusiasts, and outdoor sports fans. While geo-targeting increased Arbours of Keswicks brand awareness, the 3rd party data used was achieving the consumer’s consideration and by using website retargeting, it helped encourage the intent to buy. Search operated as our highest converting platform where we could reach those people who were actively searching for anything real estate related, home purchasing, specific neighbourhoods, and builders, which increased by 67%!