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Case Study – Magarpatta City Group

Magarpatta City approached Tempest to create the smart digital strategy and achieve maximum conversions. <br>

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Case Study – Magarpatta City Group

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  1. WE ARE #ExperienceMatters

  2. We Build Brands that make People’s Lives Better

  3. Case Study – Magarpatta City Group

  4. Overview of the brand • Magarpatta City is India’s first integrated township started in 1999, sprawling across 430 acres and self-sufficient in all civic amenities. • The township boasts of many revolutionary concepts and practices in residential community living, featuring contemporary design complemented by excellently planned infrastructure. • Zinnia Row Houses are the latest offering in the township. Promising a luxurious standard of living and a premium level lifestyle. • Magarpatta City approached Tempest to create the smart digital strategy and achieve maximum conversions. • https://magarpattacity.com/ • for the group

  5. Challenges • To sell high priced premium 4 BHK row houses • To segment audience & reach people who like to buy high value goods or follows luxury lifestyle in Pune & Mumbai region • To influence the audience aspiring a luxurious lifestyle offered by the Magarpatta city under Zinnia project • To engage with audience and persuade them for site visits with using different promotional offers • https://magarpattacity.com/zinniarowhouses/

  6. Campaign & Execution The Approach • In order to achieve our objectives, we followed a 3-phase approach to the campaign. The first target was to create a brand recall since Magarpatta City is well-established in the market and mostly associated with premium and Budget offerings. The next step was to educate the consumers about their latest offering which falls in the premium category. Final step is to convert them to buy property with nurturing strategy. TARGET AUDIENCE SEGMENTATION Demographic Segmentation: • Age: 30 to 55 years • Gender: Male, Female • Marital Status: Married, Unmarried • Occupation: CEO, Directors, Business Heads, Businessmen, Diamond Merchants, Professionals like Doctors, Lawyers, celebrities etc • Location: Pune, Mumbai

  7. Campaign & Execution Psychographic Segmentation: • Combination of Interest & behavior-based audiences, investors, people interested in luxurious experiences • Digitally Active: iPhone and other smart device users • Frequent International Travellers, NRI’s • People in India who prefer high value goods

  8. CAMPAIGN STRATEGYMarketing Strategy: Mix – Content ApproachWe formulated a growth marketing strategy to tackle the challenges and reach our goal. First Phase: We aimed at driving the ambitious audience to the landing page by building their interest towards the Magarpatta City and Zinnia Row houses, the Architecture & design and the Magarpatta City location and township advantage. We planned to create high end video of sample row house to create initial buzz about project. We used different Facebook, Instagram, LinkedIn & Google as media platforms to target the audience. Second Phase: We then planned to engage the audience by showcasing inspiring visual content such as carousels to increase engagement on ads & the landing page. We planned to use remarketing ads & email marketing to nurture leads, at the same time we did organic campaigns on social media to remain high on brand recall. Third Phase: We planned a facilitate decision making using FOMO strategies with attractive sales offers to maximize conversions. This worked best and sold out all the inventory in limited time period.

  9. Campaign Communication • Communication approach: Through the initial videos we showed customers glimpses of the lifestyle they can have. • What we spoke (Amenities, experience): We spoke about the well-established Magarpatta City - a township with a range of world-class amenities and recreational areas. • FOMO Offers to facilitate decision making: We spoke about few inventories left and limited period price/discount offers, which instigated the customers to act fast.

  10. Execution for the group Promotional Video

  11. Execution for the group Paid campaign creative

  12. Execution for the group Paid campaign creative

  13. for the group Paid campaign creative with offer

  14. for the group Welcome Mailer

  15. Social Media – Organic Campaign

  16. RESULTS for the group • Leads - 1492 • CPL (Cost per lead) - 198 • Total revenue (Inventory sold) - 20,00,00,000  • ROAS (Return on ad spend) - 677%

  17. Thank You for the group

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