Menangle Park – Social Media
Live life at your own pace
Objective
Menangle Park is a premium $1.5 billion master planned community by Dahua Group located in South West Sydney’s growth corridor. Upon completion, the riverside community will occupy 4000+ lots, a town centre, 41 hectares of usable open spaces including district parks, walking trails, sports fields and bicycle tracks.
Dahua Group engaged Traffic to be the driving force behind the estates PR and social media efforts with an emphasis on lead generation, management and content creation. Traffic was tasked to not only implement successful awareness and engagement campaigns via PR and Social media channels, but to also deliver qualified leads at a low CPL in a highly competitive market via paid campaigns.
Strategy
Working in partnership on the project since the successful launch campaign in late 2018, our social media team of strategists, content creators and social media managers continue to develop unique conversion strategies based on brand engagement, posting MoM increases year in, year out. By creating specific ad sets and landing page experiences for prospecting, high intent prospecting and retargeting audiences, we ensure that the content aligns with expectations and is relevant to where potential buyers are in their journey. In addition, by implementing dynamic creative campaigns, we prevent audience fatigue and make sure our hero creative delivers the best possible return on investment.
Results
Six years in, our awareness, engagement, consideration and lead generation campaigns continue to gain momentum, posting successful results MoM and reducing the cost per acquisition for Dahua Group year on year. Paid media, in particular, has been exceptionally successful across Facebook and Instagram, with paid search playing a supporting role.
The paid media drives revenue, but also allows Dahua to rapidly grow its marketing database.
As a test and learn approach has been adopted from the outset, with continual refinement utilised to sharpen the audiences and optimise ad spend, we continue to see impressive results, with all new stage releases selling out rapidly.
Strategy
- Content Creation
- Content Planning
- Social Media Management
- Motion Design
- Video Production
- Copywriting
