Empty Nest at its Best
Madeira at St. Augustine needed snowbirds to flock in droves to its new phase of development. But the Madeira brand identity and messaging hadn’t been touched since its humble beginnings of smaller homes in 2004. The campaign for the new phase needed to be as bold as its offering: premium homesites, private Intracoastal views, and top-tier builders.
After diving deep into the research of what homebuyers were looking for and identifying what differentiated the community from competitors, we developed a brand foundation for Madeira to reposition it as an opportunity to experience all-in-one: nature, space, history, and romance or, as we summarized it, the “Southern Coastal Living at Its Best.” A refreshed visual identity gave a modern nod to the Old World charm of the area. We rebuilt the website and created new exterior signage, driving traffic with a media mix of out-of-home, digital video, paid social media, and paid search. Dreamy drone shots and a driving video edit gave our empty nesters a glimpse into their life in Madeira.
The campaign had an immediate impact. Overall, website traffic surged by 347% in the first month following the launch of our paid social campaign. This peak has been sustained month-over-month, even after optimizing the audience for fewer impressions but higher-quality leads to engage people who are more likely to build a home in the area. More than 54% of people who saw the video ad watch the entire length – nearly double the average for YouTube ads.
Client: Madeira at St. Augustine by Ponce Associates, LLC
Industry: Residential Development
Services: Brand Positioning, Visual Identity, Graphic Design, Marketing Strategy, Website Design and Development, Creative Campaign Concept, Video and Animation Production
Media: Website, POS, Paid Social, Paid Search, OTT/ Streaming, Organic Social, OOH
