Knight Frank Local Paid Media Case Study

Using Big Data To Talk Local.

The challenge.

To support the launch of their ‘myPropertyGenius’ UK local area trends tool, we drove engagement, high-impact awareness and high-value lead generation with UK homeowners in key catchment areas.

Knight Frank is a market-leading, internationally renowned estate consultant.

Our response.

Knight Frank pride themselves on having a human approach. Given that, to connect with the large UK property market on a personal level, we analysed and segmented big data – over 750,000 postcodes – into 53 catchment areas surrounding Knight Frank office branches for hyperlocal social media targeting across Facebook, Twitter and Instagram.

By showing users acutely geotargeted ads with 5-year local property value rises, we piqued our audience’s interest and drove traffic with the intent to get a market appraisal from their local Knight Frank estate agent.

We used layered targeting techniques to identify the right audiences amongst social media users, based on location, age, property ownership status, and interests including affinity with Knight Frank’s competitors.

Assessing seasonal demand and key conversion periods, we weighted acquisition and native lead generation remarketing campaigns to deliver at key times to drive performance at scale, reducing CPA by 56% during the campaign period.

Despite initially only being set to run for a short period, campaign performance was so strong that it was extended by 2 months, with a view to revisiting later in the year.

  • 3m+

    Impressions with key audiences across the UK

  • ~98k

    Interactions on ads (average 3.2% interaction rate)

  • ~38k

    Website visits (75% of all website traffic during campaign period)

  • 1.26%

    Click-through-rate (27% above UK industry average)

  • 61p

    Cost per click (56% below UK industry average)

  • 120

    WhatsApp clicks

The impact.

We surpassed targets across all KPIs, delivering the majority of website traffic throughout the campaign and driving nearly two and a half times above target, with a view to delivering massive ROI.

Despite initially only being set to run for a short period, campaign performance was so strong that it was extended by 2 months with plans to revisit this at a later date.

Freddie and the team head up our PPC account for the Science Museum. We are mainly focusing on Google shopping and search, where we have 500-800 products online at any given time. We just had a really great end of 2021 – our busy Q4 Christmas period, Freddie was driving a high ROAS and hitting targets/forecasts across the board. He has been great
with any ad-hoc requests and explaining the management of the account to the new starters in the team. Passion Digital comes highly recommended!

Scarlett Giannakou Ecommerce & Digital Marketing Contractor

Knight Frank is a large global organisation with a vast Paid media strategy, to which our account team at Passion are pragmatic and quick to respond. Passion are a true partner to Knight Frank and we would highly recommend their paid media team. Thanks to them, we’ve definitely made considerable improvements to the technology we’re using. As a result, we’ve automated our ad efforts and saved a lot of time.

Passion is very transparent and honest. Additionally, the team is very agile and cost-efficient — they provide a significant amount of value for the price.

Anonymous Head of Social Media

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