Creating a seamless ad experience to deliver 8,283% ROI

A data-driven approach to
creative

Our team set to work developing creative to speak directly to the key brand pillars of The Grove: a range of land sizes, stunning natural surrounds and future on-site amenities promising a great lifestyle for families.

At both an ad and a landing page level, we tested these KSPs and tracked the result all the way from click to sale. This ‘test and measure’ approach allowed us to optimise the campaign towards getting the sale through the constant evolution of creative.

Matching the message to the
market

The insights gathered from our campaign fuelled our experimentation. With more than 60% of leads completing their profile, we were able to paint a clearer picture for Frasers Property of their audience: including financial status, household structure, preferred land size and budget.

This led to a winning idea: testing the most popular land sizes (according to data insights) rather than individual lots. This approach meant we could achieve scale without being restricted by price.

“Working closely with the Frasers marketing team, we were able to deliver ongoing improvements in ROI by leveraging customer insights to constantly adjust campaign messaging to align with shifting consumer behaviour. This was particularly important when customer needs changed significantly during the COVID-enforced lockdowns”

– Nik Sproal
General Manager