AD STORY
Jon Effron & Company, a real estate brokerage in Atlanta, asked us to promote their brand. In close collaboration with the client, we produced a series of simple selfie-style videos in which Jon, the team leader, shared tips for the home sellers and buyers and made announcements of new listings. We played the videos on Facebook and Instagram as paid advertising.
PAID SOCIAL MEDIA CAMPAIGN
Real Estate Brokerage Team
Goals
A. Reach
B. Engagement
245
Days
18
Video Ads
1
Carousel Ad
4
Audiences*
*Lookalikes, Interest, Customer Database, and Remarketing / All in Central Atlanta
Ad Example
CAMPAIGN RESULTS
179,757
Views
652,150
Impressions
199,432
ThruPlays *
*84% of which watched 100% of the content
VIEWING FREQUENCY
On average, each video was watched 3.6 times per person.
CAMPAIGN COST
$7,542
Media Spend
$0.10
Per Engagement*
*For Interest & Lookalike Audiences
WAIT, THERE'S MORE!
CROSS-CHANNEL EFFECTS
Besides the reach and engagement in social media, our campaign caused a significant surge of traffic to the team’s website and social media pages. Remarkably, the lion’s share of this effect came from organic search or directly typing the URL. People were not just clicking around – they were actively researching the brand.
JonEffron.com
The post-campaign drop suggests cause & effect relations.
DURING VS. BEFORE CAMPAIGN
New Website Users
2,882%
Organic Search Lift
3,933%
Organic Social Lift
LESSON LEARNED
1. Advertising Works!
2. Out of sight – out of mind. We should keep adding fuel to sustain the high engagement levels.
3. Effects travel through channel walls (like radio waves).
Good News! People are not mindless clicking machines. They still use their brains.
