[Case Study] Prima Residence Oradea – Meta Ads

TARGETED OBJECTIVES: lead generation and increasing brand visibility in the digital ecosystem

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Prima Residence is the largest real estate developer in Oradea, with a history of reference in the field of civil and urban construction and, last but not least, on the residential market.

The company bears the imprint of the European spirit and this is mainly due to the Romanian-German partnership that supports this approach to German-style construction.

MARKETING STRATEGY

The strategic approach followed two directions:

• The first direction was to maximize the level of exposure of the brand in social media, along with the unique advantages that Prima Residence Oradea apartments offered, and then to run a retargeting campaign on the audience exposed to ads.

• The second direction was the implementation of a Lead Generation campaign (with on-site conversion) to test the direct interest of the audience in purchasing an apartment in one of Prima’s residential complexes. In this case, we were also going to run a retargeting campaign among the audience that interacted in one way or another with the ads

Following the analysis made among the audience, we determined that the marketing strategy will be mainly Business to Customer, that’s why we decided that Facebook and Instagram platforms will be the main marketing channels that we will approach, and the audience will be directed to the client’s website.

SETUP

The first step in implementing the marketing plan was to optimize the Facebook and Instagram accounts to align them with the marketing goals. To this end, we:

• We have restructured the existing Call to Action information and areas on the two accounts to maximize potential customer contact with Prima Residence representatives.
  
• We optimized the visual exposure of the brand on the two accounts to increase the trust of potential customers and give a premium aura, in line with the main advantages attached to the apartments for sale.

The second step was to set up the ad management platforms and install tracking codes. In this respect, the work covered:

• Business Manager account optimization – responsible for campaign management on Facebook and Instagram platforms
• Google Analytics account optimization – responsible for managing traffic volume, audience specifics and visitor behavior on the site.
• Installation of the Facebook Pixel – responsible for cross-platform tracking of potential customers, setting custom conversions and aggregating campaign data for the purpose of retargeting campaign implementation

MARKETING PLAN

Based on the established strategy, the marketing plan took the form of setting up two separate campaigns to run in parallel on both Facebook and Instagram.

BUDGET: 750 Euro

Brand Awareness Campaign – with the main objective of increasing brand awareness.

Audience:

• Broad
• Local (Oradea and surrounding areas)
• Men and Women
• Age 26 – 45 years

Content type:

• Photo
• Video

KPI’s:

• Reach
• Impresions
• Frequency

Lead Generation Campaign – with the objective of increasing traffic to the site.

Audience:

• Local (Oradea and surrounding areas)
• Men and Women
• Age 26 – 45 years
• Interests: relevant to the campaign objective

Tipuri de continut:

• Photo

KPI’s:

• Interactions
• Clicks
• Leads

Ads examples:

RESULTS