One of London's largest estate agents, the core task was to raise awareness in a saturated and challenging marketplace, communicating a “See Things Differently” message to a cautious and hesitant audience.
To cut through a busy and competitive marketplace, we worked closely with the creative agency to develop a suite of standout ad formats. This artwork was then employed in new environments rich with target consumers, but which, crucially, other estate agents didn't frequently populate. Adverts were placed in leading national press titles, taxis in London, outdoor cinema screenings across the UK, and to a targeted audience online. This multichannel campaign was rolled out throughout 2017 and brought the 'See Things Differently' tagline to life.
In 2017, we were briefed to plan a media campaign to start in Q4, with the objective of driving high quality registrations across three London developments as cost effectively as possible. Two fundamental requirements of the brief were to utilise their bank of high quality imagery; devise a creative delivery strategy and provide deeper insight into their audience.
The first digital only campaign; using premium display, search and social channels allowed us to set up multiple audience groups and sub-groups; whilst rigorous creative testing of both image and content themes enabled optimised performance and audience learnings.
A fluid budget allocation across each channel ensured the blended CPA captured demand consistently and effectively. We also connected with Ballymore’s sales CRM system, which enabled us to match and measure the quality of each enquiry delivered.
The campaign was a great success, driving down the average CPA by 63%. In addition, by integrating the CRM system we were able to determine and group the leads by quality score – maximising return on spend and gaining deeper insights for future activity.
Deeper audience insight into creative and messaging effectiveness have already proved crucial for future marketing decisions.
New to the market, Breast Cancer Care’s primary objective was to stand out and set themselves apart as the only specialist UK-wide charity providing care, support and information for anyone affected by the disease.
With low semi-prompted awareness, and a steady decline of their Helpline’s incoming calls our challenge was to deliver an integrated ‘get support’ awareness building campaign, and increase calls with a limited budget
An integrated campaign – building reach and frequency via TV and high footfall out of home initially before switching to a more targeted approach post launch; minimising wastage by utilising programmatic targeting across TV, OOH, and Digital platforms.
We ensured ATL UK coverage was maintained by selecting placements in close proximity to related hospitals and pharmacy bags; whilst paid search was used to traffic those researching breast cancer or who had seen any other marketing efforts. Paid social promoted engaging content and links to blog posts to forge a more emotional connection.
The campaign achieved a relative awareness lift of 100% - along with a significant increase (peak at 40%) for incoming calls and web traffic – considerably out performing target KPI’s.
The campaign was also named Drum ‘Ad of the week’ and the campaign was shortlisted for a Campaign Media Award 2017.
To raise the profile of a new London lettings brand promoting a ‘new way of renting’ at the former Athletes Village in Stratford’s Olympic Park, and to drive enquiries and occupancy.
At that time Stratford was still very underdeveloped, so we had to change an existing public mindset and make it an attractive place to want to live. With more than 2,000 homes to fill, it was a campaign with a long term view.
A multi-phased, dynamic and targeted pan-London media campaign was designed, consisting of Online, Print and Outdoor. We targeted mainly young professionals already renting in London, city workers (due to the accessible location), and students, because of the community living feel of the site.
The first phase focused on awareness media, encompassing both press and outdoor, with local, pan-London and contextual placement and messaging. As awareness levels rose, we moved onto the second phase, which was was primarily online: sophisticated audience profiling was delivered programmatically, with tailored messages to communicate the benefits to each audience. This allowed us to target more efficiently, and optimize spend to site viewing and enquiry metrics.
We were the first advertiser to apply a tailored audience profiling model as well as attribution insights to a publisher direct campaign. This is a method that our global network partner adopted across the board for all of its advertisers.
Our approach resulted in an 18% reduction in cost per lead within the campaign period.
The UK launch of a new, multi-phase development located close to Liverpool Street Station was one of CBRE’s first forays into residential development, so there was a lot of focus on the project and it had a high profile internally. With this in mind, we had to create a brand around the development, as well as deliver enquiries (and ultimately sales) cost effectively against target.
Using a digital first approach, we leaned heavily on search and display, as well as high profile outdoor sites across London for the launch.
High levels of brand spend over the first 6 weeks were phased out as performance media took centre stage, with outdoor and press being replaced by increased levels of search, social, SMS and direct response display.
These were carefully monitored and optimized, and spend was re-distributed regularly to deliver the best possible return.
Launch the brand as a genuine competitor brand in the file transfer space – targeting creative professionals.
File transfer users use their preferred platform regularly, as there are no real product pain points or clear competition; however they are not ‘loyal’ and would consider a better option if presented to them.
A competition to encourage usage, as product demonstration was considered key to changing existing behaviour. By running a targeted search, digital display and OOH , the target audience were invited to submit their work via Loop, where winners work would be showcased daily in OOH placements and through social channels as part of the campaign.