Reinventing the Brand Essence / Social Media Marketing / Performance Marketing
Established in 1980, Raunak Group is one of the most distinguished and admired builders & developers in Kalyan, Thane & Mumbai city that stands firm to upkeep their tradition of providing the best houses to their customers. Till date they have completed projects covering over 59.6 lakh sq.ft & have further ongoing developments of an additional 33 lakh sq.ft.
At Raunak Group, their endeavour is to help people make one of the most important decisions of their life. To help people select and purchase their dream home. They aim to assist their customers to the best of their ability and provide value to them in whatever they do. Their passion for creating elegant homes and commitment to excellence has brought a lifetime of happiness to their valued customers and they enjoy tremendous respect and goodwill among the consumers and peers alike.
The project required a new positioning to go with the new offerings at hand.
The Kalyan Dombivli Municipal Corporation & Thane region was a saturated market with the same people being reached multiple times. Due to lockdown, there was no certainty on how much time it will take for recovery and whether it will be a 'return to normalcy or will we have a 'new normal. The customers are unable to reach site offices and sales offices. We had to take a totally different level in terms of communication; something very different from the past.
In the first phase of our strategy, ad creatives with the message of the "Great Home Shopping festival were promoted during the lockdown. Positive Influence keywords were utilized for the campaign, with an example being Blockbuster. The communication over the phone also Included the urgency of purchasing early. The communication in the caption spoke about the benefits of owning a home at Urban Centre without unveiling the project name & pricing. Once the project name & pricing were unveiled, we started aggressively promoting the brand's keywords, along with generic keywords, to rank higher on search networks. The new project positioning communication promoted the concept of smart homes while highlighting the USP of the first-ever township powered by Jio Fiber. We targeted three audience clusters: End Users [based on interest targeting) Investors (KDMC & Thane) & End Users [based on the custom audiences). Different communication lines were created and utilized in the ads for different audience clusters at regular intervals, keeping the pricing minimum. We also planned and executed for the first time the Super Midnight Sale on Raunak Super Home. The In-market audience In the Ghatkopar-Mulund belt was targeted through ads on social media. Virtual Site visits were implemented to ensure sales executives keep on engaging with customers and clear all their doubts