Scope Media
Sharing Your Stories

Case Study

NZSIR

Utilising online ad technology and brand centric creative messaging to build relationships with the right audience at the right time.

The value of our relationship with Scope Media over the past five years has led to great results for our brand and the development of increased business between us. In fact, their responsiveness to our business needs has resulted in the development of bespoke products that fit our brand and our sector perfectly.  This ability to anticipate and support our business strategies is second-to-none and they have also developed and cultivated a strong and trustful relationship with us which we value equally. We see them as an important extension of our brand team.

Clodagh Hall
National Brand & Marketing Director
New Zealand Sotheby’s International Realty

The Goal

There are over 1 million unique devices searching New Zealand properties every month. Our objective was to appeal to online users in a way that positions the brand as premium in relation to other Real Estate services. The challenge was: Appealing to affluent users while standing out through the same online channels that other competitors were already utilising.

In order to achieve this, we focused on changing online brand perception so as to change online behavioural patterns. While competitors were promoting individual property listings, we were promoting the New Zealand Sotheby’s International Realty brand as a whole, leveraging its core values to appeal to the right audience at a time when they were actively browsing property related topics.

Through geographic and audience targeting we were able to pinpoint an audience which resonated highly with New Zealand Sotheby’s International Realty and its values. Therefore, reducing budget wastage by excluding people who were less likely to show interest in the brand and its premium positioning.

With ongoing management and optimisation, the campaign shows continued improvements in performance as we test and learn new things about our online audience and that which appeals most to them.

The Results

  • More than 720,000 Unique New Zealand devices reached in a 90-day period
  • More than 36,000 clicks to site over 12-month period
  • Continued optimisations to audience and inventory targeting, resulting in 31% improved traffic efficiencies over a six-month period based on Cost per Click
  • Custom produced rich media creative content, which increased traffic efficiencies by 145% based on Cost per Click
  • 82 direct enquiries over 12 months
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Client
NZSIR
Collection
Digital Marketing