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Case Study
Painting the Internet red across Mumbai for 7 days
Xrbia Case Study


ABOUT THE CLIENT

 

Driven by technology, Xrbia is a real estate development company that is on a mission to build world-class cities to meet the demands of the modern consumer as well as the needs of the surrounding environment. Its flagship project was launched in 2012 at Hinjawadi, Pune, with 3500 houses. Today the firm has over 30 million sq.ft. of existing land under development and 119 million sq.ft. of planned projects, with a vision to build "100 future ready cities by 2030".

Our Objective

Xrbia wanted to generate qualified leads and increase the walk-ins for the Times Xrbia Expo - an event showcasing six of Xrbia properties in Mumbai, Pune and Lonavala.

Campaign duration: 7 days
 
Campaign Strategy & Execution

Campaign execution began with the initial objective of building awareness/interest around the expo and driving prospective customers to explore the website and fill in the form.

Google Display was executed using viewable CPM bid strategy to drive maximum visibility, which allowed us to reach maximum users while cutting down the cost per effective impressions. Cost of serving 1000 impressions (serving ads 1000 times) dropped to Rs. 14.

A viewable impression is a metric of online advertising representing when an ad can actually be seen -- or viewed -- by a person on a web browser. Smart Display helped in driving conversions. Smart Display utilises AI to assemble the creative assets on its own while increasing the conversion rate by showing the right creative at the right moment.

Three kinds of audiences were used to increase the efficiency of the campaign:

  • In-Market (Real-Estate Audience)
  • Similar Audience (Based on the data provided by Xrbia)
  • Remarketing Audience

This allowed us to achieve a whooping impression share of 42%, which means out of every 2nd ad on the internet, one of them was Xrbia (Limited to the target audience)

Google Display Campaigns were supported by DBM display campaigns. DBM’s massive reach across maximum platforms allowed us to reach in-market real estate extensively and boost branding efforts.

DBM was utilised to achieve premium placements, which weren’t available on Google Display. Usually, with the campaign of this scale, cost per incremental reach increases with a single platform. To counter the increase in cost per incremental reach, DBM was used. This allowed us to scale the campaign at the most efficient cost.

DBM campaigns were integrated with Google analytics to drive the impressions to the most relevant users. Remarketing audiences from AdWords were added to DBM to build a similar list to keep the efficiency intact.

To increase the consideration and interest, YouTube bumper and TrueView ads were utilised. Users were served expo videos in the last 5 days to increase the walk-ins. Adwords-optimised list along with similar audiences were used to increase the view rate and the subsequent walk-ins.

Facebook drove the largest number of leads out of all the platforms. Following audiences were used on Facebook :

  • Look-alike audience
  • Interest-based audience
  • Open-ended audience (for extra reach)
  • Remarketing audience

Facebook drove the largest number of leads out of all the platforms. Following audiences were used on Facebook :

  • Look-alike audience
  • Interest-based audience
  • Open-ended audience (for extra reach)
  • Remarketing audience

This was executed by using project-specific ad communication along with the brand communication. Facebook branding campaign was used to reach out to maximum audience. 19 million users were exposed to the campaign using Facebook at the cost of Rs. 0.25 per user. Each user was exposed to an average of 1.5 ads approximately. Facebook lead gen ads drove leads at the cost of approximately Rs. 300.

Results
 
 
 

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