How we overcame niche market challenges for a prestigious apartment & villa development in New Zealand

How did we do it?

We utilised Meta for its broad reach and versatility in targeting. We ensured that we included both prospecting and retargeting audiences (new customers and those who had previously interacted with Safari Group’s content) , so that we could build a solid audience pool and increase the visibility of our advertising over the duration of the campaign.

In conjunction with this, we leveraged Google Responsive Ads as they provided us with the ability to capture the high-intent prospects that are actively searching for luxury properties in Queenstown.

Here, we were able to understand just how strong the brand presence was for the project through the number of conversions that were attributed to branded keyword searches.

From a creative perspective, we utilised static, carousel and video ads to highlight the KSPs of the project and create a sense of urgency in the market. To do this, we ensured that we used the ‘Construction Commencing’ messaging as the forefront of the campaign to create a sense of legitimacy and build 
brand trust.

As the campaign continued, we found that the video assets were most effective at converting our audiences as they told a story and enabled our market to resonate with the project.

From a call centre perspective, we ensured that all leads were contacted within 2 hours of being generated so that we were engaging with them while they were still in the enquiring mindset.