- 419% increase in YoY average engagements on Meta
- 37% increase in YoY followers on Instagram
- 516% increase in YoY impressions on Meta
How we boosted social media engagement by 419% for Frasers Property Australia
We’re back with another epic social media case study!
We worked closely with Frasers Property Australia to enhance their National brand’s visibility and engagement across social media — on both Instagram and Meta.
We wanted to build a robust organic audience, reducing the need for cold prospecting in future paid campaigns, while enhancing the overall branded experience to build a trusted parent brand presence on socials to act as an ‘umbrella’ for smaller, project-specific pages.
Keep reading to find out how we did it.
Our key aims here
- Enhance the brand experience: It takes an average of 5 to 7 touchpoints for a brand to build loyalty with its audience. Before potential customers even reached the point of enquiry, it’s crucial to establish a strong, positive brand experience. By engaging audiences earlier in their journey through touchpoints like social media, Frasers aimed to create rapport and loyalty — to increase the likelihood of conversion when these audiences are ready to make purchasing decisions.
- Build an authentic audience: Frasers knew the importance of cultivating strong owned audiences on Meta to reduce reliance on cold prospecting. Ensuring that their socials aligned with their mission to build well-connected, diverse, and award-winning communities was crucial for sustaining brand success.
- Consistent brand personality: With Frasers Property Australia celebrating their centenary anniversary in 2024, there was a strong focus on unifying the brand presence and tone across all touchpoints: paid, organic, website, etc. This helps to reinforce Frasers’ reputation as a trusted, high-quality community builder that is genuinely invested in the Australian lifestyle.
Approach: A collaborative partnership for authentic results
1. A content strategy based on core values
We first focused on developing a content plan that emphasised Frasers’ core values: sustainability, brand identity, and community engagement.
By producing consistent, high-quality static and video content, Frasers could effectively engage with their audience across Instagram and Meta.
2. Video-first approach
With social media platforms increasingly moving forwards a video-first format, our content strategy placed emphasis on producing dynamic video assets — whether these were shot by our Social Garden team on-site at Frasers communities in Victoria, or edited clips from Frasers-produced long-form videos.
Videos are effective in cutting through the noise on social media, working to capture attention and communicate key messages effectively.
3. Deep alignment with the brand
Having worked with the wider Frasers team for many years, we already had a deep understanding of the Frasers brand — which allowed us to create content that was not only scalable but also authentic.
This long-term partnership facilitated a streamlined content creation process full of trust, ensuring that all materials were aligned with Frasers’ brand voice and values.
4. Nurturing audiences to build engagement
By focusing on enhancing the branded experience with this Frasers parent brand account, we aimed to nurture audiences earlier in the customer journey.
This approach helped to build a strong sense of loyalty and rapport with the Frasers brand, setting the stage for higher conversion rates from warm, highly engaged audiences.
What moved the needle?
Strong visual assets were key in creating a consistent visual identity on the Frasers national account. The use of high-quality photography and videography, including the golden hues of The Quarry and the deep blues of Berwick Waters, helped the parent brand account stand out in crowded feeds.
The ability to draw on localised content from the various Frasers Property developments around Australia was a huge factor, allowing us to share authentic and trust-building narratives tailored to specific communities. Highlighting local events and community initiatives strengthened Frasers’ connection with its audience and enhanced long-term engagement. This enhances the ‘parent brand’ feel of the National accounts, with the ability to speak to both higher-level, corporate Frasers news, as well as zooming into grassroots community events with ease.
Impressive results:
This partnership successfully addressed the challenges faced by Frasers, leading to significant improvements in their social media presence:
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