Knight Frank is a market-leading, internationally renowned estate consultant. 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.
About the project
What we did
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 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.
Impressions with key audiences across the UK
Interactions on ads (average 3.2% interaction rate)
Website visits (75% of all website traffic during campaign period)
Click-through-rate (27% above UK industry average)
Cost per click (56% below UK industry average)
Appraisal leads (240% of our target)
Results & Stats
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.
“We were delighted with the results of the campaign. Passion Digital’s approach enabled us to engage and drive action with the UK core market, whilst retaining a personal touch through digital channels. We look forward to revisiting this campaign and innovating further.” – Victor Petelo, Marketing Manager