Sunteck India
- Project :West World
- Location :Affordable, Suburban Mumbai
- Ticket Size :₹ 25 Lacs Onwards
- Campaign Duration :60 Days
- Campaign Budget :₹ 1.75 Cr
- Objective :High reach campaign to generate 30,000+ Leads at a Cost Per Lead of ~INR 600, Achieve a lead to qualification ratio on 45% Create urgency
Challenges:
- Project location too far from the city with no proper infrastructure and connectivity
- Established location in the vicinity with good infra and developments
Execution Plan & Strategy
- To achieve high reach, we had activate more than 15 digital platforms from day 1 of the campaign launch
- New platforms were activated at intervals to ensure high reach & continuous engagement while non-performing platforms were deactivated or reduced budgets
- Tactical usage of Google display in the micro-markets to ensure continuous recall for the brand. Remarketing strategy with responsive ads to reach a wide spectrum of the audience in a limited time
- Latest Google beta features were incorporated during the awareness phase of the campaigns. Zip code targeting and RLSA strategy were implemented.
Innovations
- Google recommended non-last click attribution model for tracking conversions
- Marketing automation for lead nurturing
- Candid video shots were done to capture real time response and content was curated continuously which boosted the overall digital performance
- Testimonials and rush at site videos were used in the campaigns for lead generation
- Google beta strategy of detailed demographics was implemented
Achievements
- Total Spend :₹ 1.75 Cr
- Clicks :15+ Millions
- Impressions :3.5 Millions
- Leads :40,000+
- Cost Per Lead :₹ 430
- Site Visits :113
- Booking Done :500+
- Platforms Managed :Google Search, Google Display, Google Discover, Youtube, Facebook, Taboola, Outbrain, Moneycontrol, Colombia, SMS
