JON EFFRON

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

Reached

179,757

Views

Made

652,150

Impressions

Achieved

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

FROM THE CLIENT'S MOUTH

Jon Effron (anecdotal)

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.

Commercial Construction Marketing Agency