Entrance to Atticus estate - tree-lined road

Atticus Woodstock: An Exceptional Campaign

August 1, 2022 | Media Plus

Atticus is a beautiful new estate in Woodstock in Melbourne’s north by Livv Developments. The estate is comprised of land, house and land packages, and townhomes; with abundant natural space and convenient access to amenities, it’s the ideal place for families of all ages to invest in and grow.

The brief

The primary objective of the media campaign was to generate leads, followed by brand awareness. Our main target audience was owner occupiers looking to buy in Melbourne’s north (either because they already lived in the area or were looking for more affordable options than inner-city suburbs).

row of modern townhomesTownhomes at Atticus, Woodstock

Working smarter, not harder

We ran the campaign across Google, Social, OpenLot, REA PP and REA Native.

We started off with broad geotargeting and age/buyer demographics; once we got a sense of the audience and converting segments, we optimised and narrowed in on groups that were performing, thus reducing wasted budget on any irrelevant audiences.

Our Google strategy included targeting both brand and location-based keywords, which we optimised to be closer to the estate’s location as the campaign progressed. We also experimented with Google’s Smart Display ads, which worked very effectively for acquiring leads.

Our digital performance team constantly monitored the campaign and tweaked spends where necessary, ensuring our client’s budget worked smarter, not harder.

An amazing result

Since we launched the campaign in June 2021, Atticus has sold 248 out of its 256 lots, which is an incredible outcome for the team.

We saw some truly outstanding numbers across the full campaign; as of writing this article, they are:

  • Social: 1001 leads
  • Google Search: 871 leads
  • OpenLot: 761 leads
  • REA Project Profile: 692 leads
  • Google Display: 131 leads
  • That’s a total of 3,456 leads!

 

There are now only 8 lots available in this beautiful estate. We are very proud to have been part of the team and look forward to working with Livv Developments on other projects in the future!