Less Moving, More Living

We know that January to March drives the highest property search volume of any quarter of the year. The challenge was to capitalise on this increased demand by ensuring we have activity running across the entire customer journey.

The campaign needed to build Avant’s brand equity and increase value perception amongst buyers viewing competing developments and properties.

All whilst ensuring group and region, Cost Per Enquiry and Cost Per Reservation KPIs were met.

The Media Solution

Awareness activity was planned using video and story formats through Display, YouTube, TikTok and Meta. These low cost per thousand channels, provide strong reach and with high attention formats to a highly targeted, relevant audience.

Development awareness activity focused on Meta, NHFS national emails, PPC, Portal listings and Performance Max to drive website visits and enquiries.

SEO, GMB listings and remarketing activity drive plot engagement and development visits at the activation stage of the journey.

Onsite signage, website and organic channel creative updates ensured an omni-channel approach for every touchpoint.

UGC competitions and review activity ensured we were creating advocacy for the brand, increasing trust with customers in the journey.

Utilising Performance Creative

The bold creative direction, developed by Avant and their creative agency, took the Mosaic insights and directly addressed some of the stresses and chores of buying a second-hand home (the main competition) and dialled up the reasons why buying new with Avant is better.

When activating the campaign, we took a ‘Create for Growth’ approach, allowing the creative and channel algorithms to optimise the creative to the audiences with the highest engagement for that message.

Utilising the latest Performance Creative technology, we were able to scale the assets to multiple placements, update and personalise messaging throughout the campaign, all without losing learnings or increasing production costs.