Carlos Rojano

Campaign Objectives

The campaign for Villa del Rey was planned to promote an exclusive benefit that the brand sought to offer its customers, which was the purchase of an apartment with a 6-month deferred payment option.

The first goal of this campaign on social media was to generate the highest number of qualified leads so that the sales team could continue with information management and closing deals.

Altitude Digital Marketing’s role was to create a strong and attractive campaign that would capture the attention of users and convert them into potential customers for Villa del Rey, allowing them to access this benefit.

How It Was Developed

Our assigned team met to outline the best path to guide users through Villa del Rey’s channels and provide them with more information.

To begin, we developed a landing page to collect data from people interested in getting a quote for an apartment. We wanted it to be simple yet eye-catching, directly communicating the most important message about the offer.

To drive people to this page, we designed an organic content strategy as well as paid content. We created graphics for Villa del Rey’s social media and separate content for the paid ads. These contents were organized into a schedule to help define which had the most attractive and strategic message.

The paid content was slightly different because it allowed us to target specific audience segments. Therefore, we adapted the copy to speak directly to the person we were targeting, focusing on their needs of owning a home or becoming independent. For the paid strategy, our team developed a media plan that included Facebook and Google Ads.

By using these channels and emphasizing the value of receiving their apartment in 6 months, we launched the campaign across social media.

Tools Used

The tools that helped us execute this campaign were first the creative and graphic resources, created as posts to be shared on social media. Then we proceeded with the paid strategy, which involved market segmentation targeting the key members of the target group, including age, place of residence, and campaign duration. We also selected the budget allocated to the main campaign post.

Google Ads and Facebook Ads were extremely useful for organizing the data related to the ad’s distribution, which was created under the “remarketing” category.

The landing page was created to offer information about the pricing promotion in a more comprehensive and detailed way. It also included a form where members of the target audience could submit their details and become leads for the brand. Villa del Rey’s team would then follow up with them to close potential sales of the apartment packages.

Some of the information shared on this page included available apartment models, as well as presenting advisory services related to credit management.

Results

This campaign reached 200,603 people, and as a result, 391 leads were generated, meaning potential customers whom Villa del Rey was able to contact and move closer to closing deals related to the 6-month deferred apartment payment benefit.