REALESTATE.COM.AU

PROJECT PROFILE PRODUCT CAMPAIGN

REALESTATE.COM.AU

Brief
Realestate.com.au engaged Red Crayon to market their premium developer listing product – Project Profile. Our brief was to demonstrate the value of Project Profiles and drive belief in the product by educating and directing existing customers on how to make the most of their listing, including directly targeting those whose Profile needs improvement to yield better performance results.

Solution
A creative concept and messaging hierarchy was developed in-line with realestate.com.au’s product messaging house to encourage customers to perform a simple and easy ‘Health Check’ on their listing or listings to improve results. This overarching campaign headline was further supported by data proof points in the form of short sharp and succinct sub messages. The creative concept hero’s the product colour, product mock and campaign lock up featuring a simple and clean tick icon to reinforce the idea of completing a checklist.

The concept was rolled out across a range of assets including static display ads, a campaign landing page, social ads, eDMs, hype reel videos and blog article content.

Result
The campaign was well received by the realstate.com.au marketing team and only further embraced by the sales team. The campaign is currently live in market with initial eDM opens and CTR results meeting and even exceeding internal benchmarks.

Services
Campaign Strategy, Campaign Creative, Social, Copywriting & Video Production