Case Study
Real Estate Client “Boost” campaign
Brief.
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✽ TG
All, Riga and Pieriga + PEOPLE WITH HIGH INCOME
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✽ KPI
AWARENESS
Conversions - boost visits to moho park open day.
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✽ Project
Boost campaign - Split into 2 campaign phases
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✽ Content
The whole project is split into two campaigns.
1. PHASE: Customer day in the real estate project in house B on December 2 from 11. until 16.00, during which there will be an exclusive opportunity to walk around the project and choose your dream apartment.
2.PHASE: the opportunity to receive a special Christmas offer. For a limited number of apartments, discounts up to 10,000 EUR.
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✽ Period
1.PHASE
27.11.-02.12.2023
2.PHASE
02.12.-29.12.2023
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✽ Budget
10K FOR DIGITAL ADS
I successfully managed a €17,000 budget across two campaign phases to create an effective awareness drive for a real estate client. The campaign’s primary goal was to increase brand visibility and awareness for a new housing project. The chart illustrates our strategic budget allocation across media channels, prioritizing impact based on our target audience.
Budget split by media type
We allocated the largest portion of the budget to radio and out-of-home (OOH) advertising, as these were key channels to reach our audience effectively. For radio, we focused on prime hours—early mornings and late afternoons—when commuters were most likely to be tuned in. This choice maximized our reach and resonance, as these time slots captured a captive audience in transit. For OOH, we handpicked popular installations positioned along routes leading to the housing development, ensuring that potential buyers encountered the ads en route to the site.
This targeted media selection, driven by an understanding of our audience’s behavior, allowed us to generate high awareness for the client’s project within the allocated budget. The success of this campaign highlighted our expertise in optimizing limited resources for maximum impact, leveraging media placements strategically to capture the attention of our target market.
City24.lv, a popular real estate website, was an essential part of the strategy due to its relevance and high engagement from individuals actively searching for property.
SS.lv was selected to reach a broader audience in Latvia, as it is a well-known local classifieds platform where people look for housing, cars, and other essentials.
In this campaign, I used Basic Allocation Approach.
50% to broad reach channels (e.g., social media, display ads)
20% to high-engagement channels (e.g., video platforms like YouTube)
20% to niche, audience-specific platforms (e.g., industry sites like City24.lv for real estate)
10% to experimental channels (e.g., new social platforms or retargeting)
1.PHASE - CUSTOMER DAY
By incorporating these diverse platforms, we created a effective digital media mix, ensuring that our real estate campaign reached users across various online spaces—from targeted social platforms to real estate-specific sites and general online browsing.
This balanced approach maximized visibility and awareness among different segments of our target audience.
In addition to Facebook, Instagram, and YouTube, we allocated part of the digital media budget to Google Display Network (GDN), City24.lv, and SS.lv to broaden our reach and increase campaign visibility through various touchpoints.
Resulted into 80 apartment visitors across different channels in 1 a week time.
37 visitors came from Radio & 25 visitors came from YouTube, resulting as the most effective channels for bringing awareness
In the second phase of our campaign, we focused on reinforcing awareness while introducing elements aimed at deeper engagement and local resonance. The budget allocation reflected a mix of digital, influencer, and traditional media
