Wilton Greens – Social & Digital Media

Background

Wilton Greens, by Risland Group (Country Garden), is one of the most sought after master planned communities in South West Sydney, marked to play a key role in linking Sydney, Wollongong and Canberra, the junction for a new wave of vital growth and progress for the future. The Traffic social, digital and content teams have worked with the team at Wilton Greens on creating ads and content reating ads on platforms like Linkedin, Google, Facebook and Instagram to target specific demographics for its latest land releases. For example, those aged 35-55 in your target suburb who are looking for a new house.

The Challenge

Given the highly competitive nature of both the product offering and location, Traffic needed to create content for Wilton Greens that cut through the noise, generated awareness, engagement, website traffic and leads, to position it on top of its competitors. Campaigns typically focused on driving conversions, but the team at Risland also hoped to grow their audience and acquire new customers. The brand also wondered whether their social media campaigns motivated people to search for their products.

The Solution

Traffic needed to implement a content strategy across multiple platforms that worked to grow this niche community and the engagement. The resulting campaigns used a mixture of creative including video ads, static images and GIFs. Each was tested
across a variety of paid placements including Facebook, Instagram, Reels, Stories, LinkedIn, and Google. We found that the animated and video content far outperformed static with the target audiences, so changed the content strategy to only feature motion moving forward, saving our client considerable amounts of money from not running ads that were not generating enough reach. As a result, Wilton Greens has experienced strong growth, awareness and website traffic, in addition to a significant increase in leads for its burgeoning community.