Introduction
Campaign Objective: To increase brand visibility and engage with potential homebuyers interested in Thane, India’s real estate market.
Challenges: Puranik Builders needed to stand out in the competitive housing market of Thane, promoting a community-oriented lifestyle within their developments to attract residents. They aimed to address the difficulty in reaching and engaging the right demographic in a crowded online real estate marketplace.
Campaign Overview
Campaign Name: Puranik Thane Local Awareness Campaign
Campaign Duration:
Start Date: September 20, 2024
End Date: October 31, 2024
Campaign Refresh: November 4, 2024
The campaign was developed to showcase Puranik Thane’s property features and lifestyle benefits using Instagram Reels and Stories, designed to resonate with potential homebuyers in Thane. Key messages highlighted community living, modern amenities, and a vibrant lifestyle within Puranik Thane properties, targeting residents specifically within the Thane area.
Campaign Strategy
To reach Thane’s local audience effectively, Puranik Builders partnered with influencers familiar with the region to bring authenticity to the campaign. This involved:
Influencer Selection: Primarily micro-influencers with a local following, chosen for their ability to convey relatable and trusted insights into the Thane lifestyle.
Content Creation Process: Influencers created Reels and Stories that featured Puranik Thane’s properties, with a focus on community aspects and amenities, aiming to build an emotional connection with the audience.
Platforms Utilized: Instagram was the primary platform, leveraging its visual format to showcase the aspirational aspects of Puranik’s properties.
Campaign Performance Metrics
Key Performance Indicators:
Total Impressions: 24,641
Reach: Approximately 1.22 million views across posts
Engagement:
Total Likes: 2,510
Total Comments: 252
Overall Engagement Rate: 1.37%
Average Engagement Per Post: 120.09
Audience Sentiment: 83% positive with a 16.2% indication of purchase intent in comments
Content Performance
Instagram Reels and Stories performed exceptionally well, as influencers shared personal experiences, lifestyle content, and visuals of the community and amenities. This content style resonated with followers, who expressed a keen interest in Puranik Thane’s offerings. Positive sentiment was reflected in comments, with users admiring the modern designs and engaging visuals, which helped generate curiosity and brand recall.
Influencer Performance
Below is a breakdown of top 3 influencers’ performance:
@local.nri0620: (Published on 23 October 2024)
Likes: 1,046
Comments: 36
Views: 151K
Engagement Rate: 5.81%
@dtalkss__: (Published on 21 October 2024)
Likes: 201
Comments: 100
Views: 104K
Engagement Rate: 1.62%
@redij_sonali: (Published on 29 October 2024)
Likes: 200
Comments: 68
Views: 83.1K
Engagement Rate: 1.35%
Return on Investment (ROI)
Cost per Engagement (CPE): The Cost per Engagement (CPE) is equivalent to the ROI for this campaign, calculated at 0.020 paise per engagement.
Challenges and Solutions
A notable challenge was sustaining engagement throughout the campaign’s duration. To address this, content guidelines were adjusted to encourage influencers to include storytelling elements, such as personal insights and experiences of the neighborhood. This change led to an increase in engagement as followers connected more deeply with the influencers' authentic narratives.
Recommendations
Platform Diversification: Expanding the campaign to platforms like Facebook and YouTube could broaden reach and engagement, especially among a wider demographic.
Broaden Influencer Base: Incorporating nano-influencers with highly localized followers could build more personal connections and trust among potential buyers.
Regional Expansion: Extending campaigns to other metro regions could boost awareness. By partnering with influencers in cities like Mumbai and Pune, Puranik Builders can further establish its brand in these local markets, resonating with city-specific audiences.
Conclusion
The Puranik Thane Local Awareness Campaign successfully enhanced brand visibility among Thane residents, achieving a 1.37% engagement rate and over 24,641 impressions. Key takeaways include the effectiveness of Instagram’s Reels and Stories in driving engagement and the value of authentic influencer partnerships in promoting lifestyle-centric real estate. Through this campaign, Puranik Builders positioned itself as a top choice for young homebuyers looking for community-driven, modern living spaces in Thane.
