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  • Campaign Summary
    Campaign Summary

    Campaign Summary

    One of the largest developers in the country identified digital for its power to leverage existing connections, maximise the number of walk ins and ultimately convert leads.

  • Their Story
    Their Story

    Their Story

    Lodha has been one of the largest real estate developers in the country since the past 3 decades and also a part of a select few developers with a multinational presence. Having identified digital as a key performance driver, Lodha wanted to pioneer this vertical and build a better community by its means.

  • Their Goal
    Their Goal

    Their Goal

    Lodha wanted to explore upon new, more effective avenues to get quality leads. It wanted to make the most of platforms such as Facebook and Instagram while also pushing its targets competitively.

  • Their Solution
    Their Solution

    Their Solution

    Palava was created by Lodha to be the average hardworking Indian’s first home where they not only get a dream home but also world class amenities. Social Kinnect was given a task of identifying the right people and get them to enquire about the project details. We used multiple ways to identify these people on internet using their demographics, interest and behaviour on web.

    Key target markets were: Mumbai, Thane District, Navi Mumbai and Pune in the domestic market & USA, UK, Singapore, Hong Kong and GCC countries for International markets. We decided to use the right mix of self serving ad platforms like Facebook and Taboola along publishers and ad networks generate maximum quality leads.

  • For the Indian market:
    For the Indian market:

    For the Indian market:

    Through Facebook, we used a mix of custom audience, context cards while also targeting similar audiences of existing bookings. Canvases were implemented to communicate their brand essence effectively with users while maintaining its affordability. Adverts such as carousels helped in showcasing the right message of the product and entice the right audiences to convert.
     
    With the help of Taboola & other ad Networks we executed native ads, SMS, MMS, Emailers and Banner ads to reach out to relevant audiences based on their content consumption. SMS and other ad options were chosen due to the affordability and utility through various levels of targeting like geo-fencing, mobile data plan, device type, operating system, mobile carrier and connectivity. MMS as an ad option allowed us to use all the targeting filters of SMS and showcase more than just a text message. We were able to show FB like carousel ads because of MMS technology at a very affordable rate. 
     
    Banners and Emailers were shown to relevant potential audiences using targeting filters like credit card usage, income data, designation data and database of different businesses. Most importantly all our deals with ad network partners were on cost per valid lead basis, which helped to increase the overall efficiency of spends and gave maximum returns on ad spends.
  • NRI Market
    NRI Market

    NRI Market

    For NRI markets, we generated enquiries through Facebook & other publishers. The behaviour targeting feature on Facebook enabled us to reach expats from India residing in all target international markets. Interests such as Bollywood, Cricket and India Politics helped us to target relevant masses. 
     
    We looked a little deeper to find, cultural behavioural which NRIs shared with other Indians, and used this insight to partner with publishers such as TOI, Divya Bhaskar and Malyalam Manorama – the most read regional news portals in UK, US and GCC respectively.
  • Their Success
    Their Success

    Their Success

    We looked beyond just clicks and leads to make the most of all our advertising spends by optimising the ad spends based on cost per valid lead acquisition. 
     
    We achieved this by integrating Lodha’s CRM with our ad serving tool - a result of which was that we would get regular updates about the quality of lead generated from different sources. This even allowed us to track at which stage in the sales funnel each lead was and other metrics like cost per walk-in per project. The efficiency of targeting using multiple filters helped us bring down the CPL by 28% and even reduced the cost of servicing of every lead. 
     
    Overall the campaign performance was as below:  
     
    Number of leads – 9000+
    Valid Leads - 5100+
    Valid lead ratio of almost 60% increasing the existing lead to walk-in ratio by 32%.