Jinding teamed up with Social Garden to launch Broadstead, a masterplanned community project in Kilmore, Victoria, with a brand and off-market whisper campaign ahead of their sales launch in 2023.
Jinding needed a database of prospects and sales-ready leads for Broadstead, and support for their overall project sales targets.
The challenge?
Launch the brand and development effectively using a limited supply of assets, navigating shifting timelines for sales launches, and marketing a new development in a softening market.
Services
To meet Jinding’s objectives, Social Garden took a strategic approach using our LeadTech model. LeadTech leveraged paid advertising to introduce the Broadstead brand and acquire high-intent prospects, while we used marketing automation at key stages throughout the launch program to drive profiling rates through email value exchanges.
The campaign is rolling out in 4 specifically outlined stages, with 3 completed so far over the last 6 months:
As the campaign has evolved, we have continually introduced new brand pillars, product information, and KSPs to the campaign to bring longevity to the launch.
The Meta suite was utilised for prospecting and retargeting. Static placements were used across Facebook and Instagram, with Stories introduced further down the line after more recent site footage was supplied by the client.
We used Google Search to target high-intent, search-based prospects who were actively searching for the Jinding project.
“It’s been amazing to see the positive impact that over six months of brand and Lead Generation activity can have on the sales outcome of a new project. Working in close collaboration with Jinding has been valuable in testing what resonates with audiences. We’ve also been able to pass back a lot of these learnings to continue informing the overall strategy for the project.”
— Sarah Kelland,
Senior Account Manager
We were lucky enough to be working with a diverse range of options and a beautiful brand story for this Broadstead campaign. This afforded us the ability to test a more standard or orthodox lifestyle image against illustrations that were commissioned to bring the Jinding Broadstead brand vision to life.
This not only gave social placements a unique look and feel — which contributed to a high CTR on the campaign — but also allowed us to trial an illustration rather than an image as the hero on the LCP, which proved to be really effective and engaging.
The project is about to move out of its pre-sale phase, but over
the past 6 months Social Garden leads for Jinding have been praised for their high quality and intent.
We’ve achieved:
In most cases, we found that using imagery over the custom Broadstead illustrations was more effective in converting leads.
This is key in allowing us to report back to Jinding with accuracy on the target audience and who is converting the most.
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