ADA Toorak, where the creative was tested against itself.
A residential development in Toorak for Buxton Projects.
A Toorak address, and a campaign read on what the ads did.
ADA is a Buxton Projects residential development in Toorak. What the record holds on it is the campaign rather than the building, so the project's own description is to be completed; what follows is the work.
- iClient: Buxton Projects
- iiMarket: Toorak, Melbourne
- iiiProject: ADA Toorak, a Buxton Projects residential development
- ivObjective: profiled enquiries for the selling agents
Revert to what works, keep only what helped.
Paid media ran into a lead page, and most enquiries answered the profiling questions before they reached the selling agents. The agents were asked for their own read on the lead quality rather than only being sent a number, which is the only way to learn whether a lead was worth having.
Creative was tested against itself rather than assumed. When a new carousel set underperformed, the campaign went back to the creative that was working and kept the updates that had helped, pricing among them. The point of a test is to be allowed to lose it.
Cost per lead, click-through rate and the profiling rate were reported to the client with each campaign update. Those numbers belong to the client and are commercial in confidence, so they are not published here; they are available to discuss.
Where this project sits.
- P.Practice: Lead Generation and Content & Creative
- I.Industry: Property Development
- F.Field Note: Developer brand and project marketing: how they work together