Lead Generation / Brand Positioning / Digital Brand Hygiene Management
As one of the leading real estate developers in India with a glorious legacy of over 4 decades, K Raheja Corp. stands for the finest lifestyle, world-class amenities, state-of-the-art architecture and unwavering quality. The company has been creating exceptional spaces with keeping the values of customer centricity, integrity and environmentally sustainable practices in the center of it. K Raheja Corp. has been redefining luxury living with a strong presence in Mumbai, Pune, Hyderabad and Goa.
"Victory comes from finding opportunities in challenges." - Sun Tzu
We found one such perfect opportunity in a faraway land. Yes! The remote location of the brand which till now was being perceived as a challenge, we saw it as a blessing in disguise. A home embraced and nestled in nature.
At the same time, the brand aimed at generating walking & 2000+ leads during the launch phase and repositioning themselves with more lead qualifications.
"Understanding the needs of a business is the starting point for any project." John Williams. Our first objective has always been to study and understand the brand. After understanding the brand in greater detail NATURE stood out for us from all the projects offerings by the brand. We made sure to market it in a way that it communicates Nature Infused Living. We created Gifs, AVs, Banners & Carousel ads having naturalistic elements to justify this primary communication. The projects had multiple configurations which we phased into multiple propositions viz. Viva (Villa Plots & Villas), Country Homes (Town-houses), Estrella & Twin Villas. All the propositions were promoted respectively to the target group keeping in mind the taste and offerings complements each other. In the new age digital world we tend to explore and conquer them all. A multi-channel strategy was developed to build the audience around the launch. A strategic targeting was developed based on the demographics, Interests and behavioural patterns to reach the audience. on Facebook, Instagram, YouTube, and various other digital platforms. Strategic keyword mining & selection of prime keywords helped reach out the high Intent audiences looking for villas & villa-plots. Floated video ads on Hotstar for the audiences on the in-demand OTT platform. Launched Google Discovery campaigns purely to reach out to the audiences on Google's own network viz. Discover, YouTube & Gmail. We also reached out to the audiences consuming free video content on YouTube via YT mid-rolls with a CTA based conversion campaign.