Campaign Case Study: Seaclusion, Palm Beach
Seaclusion is a boutique collection of just 40 beachside apartments in Palm Beach on the Gold Coast. Developed by a local family and designed by BDA Architecture, the luxurious 1, 2 and 3 bedroom apartments boast floor-to-ceiling windows, panoramic ocean views and gorgeously landscaped resident amenities.
We were engaged to manage the media and social campaigns for Seaclusion, which launched in July 2022 and has seen stellar results so far.
The brief
The developers knew they had something special in Seaclusion. The idyllic location, just one block back from the beach, was in the highly sought-after Palm Beach on the Gold Coast, with not many opportunities left to purchase new developments in the area.
Open plan living – artist impression
The objective of the campaign was to generate strong leads for their main target markets: downsizers and holiday makers (targeting the 1 and 2 bedroom apartments, starting from $695,000) and high net worth individuals (targeting the higher end 3 bedroom apartments from $1,495,000).
With just 40 apartments in the development and the recent success of Palm Beach developments Hemingway, Cabana Palm Beach and The Tally, we were excited to get to work.
Harnessing the power of reels
To showcase the iconic beachside lifestyle on offer at Palm Beach, we incorporated a reel strategy into their social content. We produced and weaved 3 different video reels, highlighting different aspects of the development throughout their social feed.
Once we allowed some time to see how our audience was responding to the reels, we chose the best-performing video (our Palm Beach lifestyle reel) and added it into our remarketing campaign, which led to some impressive results.
View this post on Instagram
In the first month of organic content, we set a remarketing ad live and then chose the best performing posts to place allocated spend behind. We received 18 leads at a CPL (cost per lead) of $43 in the first month; in month two, we ran the same strategy plus added the reel as an additional creative to the remarketing ad, receiving 26 leads and a $30 CPL. In month three, we received 27 leads and were down to a CPL of $29.
The engagement stats were also impressive, with an incredible 6,453 likes across their sponsored posts in the first three months.
In total, 76 leads were received for our client via social organic remarketing and content boosting.
A winning formula
Throughout the social ad campaign, we trialled and tested audience segments, starting broadly with the two main target audiences (downsizers and high net worth individuals), before narrowing down to more specific audiences based on performance.
As the campaign progressed, remarketing strategies were introduced and split by location. This resulted in a substantial 42% of leads deriving from remarketing, as of early November.
Video ad as seen on Facebook and Instagram
We began our Google campaign with five different ad groups, each targeting different sets of search keywords. These were optimised as the campaign progressed, pausing underperforming segments and redistributing budget based on high-performing keywords. The strategy was further refined with the addition of geo-targeting and monitoring the keywords of competitors.
The result
As of November 2022, our paid social ads campaign (separate to organic content) had brought in a total of 539 leads with an average CPL of $32.41, while Google had brought in 151 leads at an average CPL of $72.
Ultimately, doubling down on successful key audiences and leveraging the competitor search keywords strategy of multiple local developments helped drive leads, essentially having a snowball effect as we continually optimised the campaign.
And we’re pleased to say we had a very happy client!
“We loved working with Media Plus on Seaclusion; they delivered an abundance of quality leads that led to strong sales. Overall it was a very smooth process,” Jayde Pezet and Todd Matheson, Directors of Pezet Matheson, said.