Diamond City is a class A business center from the Avantage company. These are modern technological offices and open space in the business center of Kharkov – Pavlovo Pole.
Service: targeted advertising on Facebook
Search Engine: Targeting specific users
Subject: office rental (in a business center)
Region: Ukraine
Promotion period: from October 19, 2020
Budget: $250-350 per month
Call
About the Diamond City Business Center project
The business center already had offices up to 150 m2 leased. Our task was to attract tenants for a larger area. Stop factors:
- Difficulties in renting out premises in premium business centers during the crisis
- Pandemic and remote work
- Large size offices
- Long construction of the business center
Results
Appeals to messenger
334 conversations started with an average price of $1.77.
Coverage
527,359 users reached
Shows
1,175,796 views
CTR
0.23%
About the start of work
Having analyzed the client’s business, our specialists selected a strategy and identified two campaign directions:
- Wide user reach to increase awareness
- Launching “Messages” via Messenger to get the maximum number of requests
Advertising Campaign Strategy
Our specialists focused on increasing the recognition of the business center and attracting potential tenants. It was very important to indicate that the business center belongs to the premium class and offers large office spaces.
Reach Campaign
Initially, we needed to tell a large number of shop people that the long-term construction of the business center was finished and the building was ready for delivery. In addition, we decided to increase the recognition of the business center so that potential tenants understood that there was such an option for renting office space. An online campaign for coverage helped us achieve these goals. We developed and showed advertisements to the maximum possible number of people and increased brand recognition.
Message Campaign
The client’s main goal was to attract potential customers. After reaching a large number of users and obtaining a “warm” target audience, we could move on to the second step. We launched a campaign with the “Messages” goal in the messenger. As a result, we received the maximum possible number of messages at a low cost per item. The selling text in the advertising messages allowed us not only to attract the attention of potential customers, but also to filter out uninterested users.
Target
The specialists collected audiences that were as close as possible to the avatars of potential tenants. We used targeting by business interests and management positions, which allowed us not to show our advertisements to uninterested people.
Results obtained
On the screen we can see the results of the first launched campaign for coverage. The price for 1000 users covered is higher than usual, as we limited our audience to the target. The online campaign will run from 10/22 to 11/27.
Later we started creating campaigns for “Messages”. In the first month of work (from 1.11 to 1.12) we got the following results:
Next, we decided to test the campaign without launching the target, while limiting the traffic to the text in the ad. We got a pretty good price for the result, but there were more irrelevant requests.
During the first month, we received an average of $1.57 for initiated correspondence in the b2b segment.
In the second month, our goal was to “clean up” the appeals as much as possible. We continued working with texts and audiences and got the following results.
Online campaign with target:
Online campaign for a wide audience:
The cost per message in the online campaign but it is also important to monitor fluctuations in demand for a wide audience has increased, but the quality of messages has also improved significantly.
Our specialists decided not to stop there and continued optimizing the current campaigns. In January, we saw a significant increase in the indicators:
With target:
For a wide audience:
Conclusions
During the pandemic, when everyone switched changsha mobile phone number list o remote work, and in the conditions of the crisis, our specialists managed to attract 334 potential clients at an average price of $ 1.77 for a business center with a minimum size of premium-class offices available for rent of 150 m2.
