Generating Leads / Social Media Marketing / Highlighting the Brand’s Essence
Founded in 1946 by Chaudhary Raghvendra Singh, DLF started with the creation of 22 urban colonies in Delhi. In 1985, the company expanded into the then-unknown region of Gurugram, creating exceptional living and working spaces for the new Indian global professionals. Today, DLF is the largest publicly listed real estate company in India, with residential, commercial, and retail properties in 15 states and 24 cities.
DLF has an uncompromising integrity in customer engagement and quality assurance, and throughout the 75-year legacy, they have made it their core mission to provide real-estate development, management, and investment services of the highest calibre.
DLF offers all the advantages of city living, minus the chaos and the crowds. It gives you the best of both worlds - ultra-modern luxury and proximity to the blessings of nature.
DLF had their expansion mainly in Gurugram. But West Delhi was a little outside the usual territory. Also, West Delhi properties usually have independent floors, whereas our offering is an elevated tower. Hence, a shift in property type was needed. Showcasing the investment value for the higher-priced 3 BHKs and developing an immersive digital experience of the project along with tapping the new location and marketing a new property type were the major challenges.
To attract the right audience, maximise reach and increase website visits, a comprehensive media strategy was devised. Reach and frequency campaigns were executed for Facebook. Branding & awareness campaigns were executed for Google Display Network and YouTube. Optimised bidding strategy was used for search campaigns to achieve the highest impression share, rank higher on SERPs and decrease CPL.
The ads delivering results were scaled and the ones underperforming were stopped with A/B testing. Separate campaigns for multiple target audiences were executed and only the ones with the best CTR were continued.