wadhwa case 1 - Realatte

The Wadhwa Group

  • Project :Atmosphere
  • Location :Mulund, Central Mumbai
  • Ticket Size :₹ 1.38 Cr
  • Campaign Duration :60 Days
  • Campaign Budget :₹ 1.20 CR
  • Objective :Generate 10,000+ Leads at a Cost Per Lead of ~ INR 1,200

Challenges:

  • Achieve a qualification ratio of 25% and site visit ratio of at least 8% during the campaign phase
  • Existing project with a new tower launch, so the market was already saturated
  • Huge competition from competitors like Piramal Realty, L & T, Runwal Group, Sheth Group

Execution Plan & Strategy

  • Beat the competition with lucrative pricing and offers for spot booking
  • Ensure 100% share of voice of Google Search through the out-ranking bidding mechanism
  • Video ads highlighting the project USP of convenience and brand trust
  • Created multiple touch points for a prospective customer basis their digital behaviours
  • Strategic brand building platforms to ensure the awareness in the right TG
  • Two phase campaign i.e. Awareness & Project Launch

Innovations

  • Search Lead Form ad extensions were implemented
  • Responsive display ad units for wider inventory reach in Google display
  • Partnered Doubleclick for programmatically buying audience segments who are actively looking for real estate and has purchase capacity
  • Implemented Chatbots with high level of analytical tracking & good user interface for traffic from desktop devices
  • Audience buying from partners like Zirca, Vserve and DNB
  • Remarketing all users list generated from Google Analytics

Achievements

  • Total Spend :₹ 5000551
  • Clicks :1.5 Million+
  • Impressions :2+ Billions
  • Leads :7792
  • Cost Per Lead :₹ 1480
  • Site Visits :452
  • Avg Time Spent on Site :22 Seconds
  • Platforms Managed :Google Search, Google Display, Google Discover, Youtube, Facebook, Taboola, Outbrain, Moneycontrol, Colombia, M-Indicator, TOI, SMS, Etc

Meet Author

Rahul

SEO Expert

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