CAMPAIGN OVERVIEW
The digital marketing campaign for the DHA & CDA Margalla Enclave plot balloting registration was executed across Google Ads Network (GDN), Meta, and YouTube from January 20th to February 14th, 2025. The campaign focused on promoting 125, 250, and 500-yard plots to both local Pakistanis and overseas Pakistanis in key global regions, including the Gulf, UK, Germany, Australia, Canada, and the United States.
CAMPAIGN OBJECTIVES
- Drive maximum balloting registrations within the campaign period.
- Optimize reach and impressions across all digital platforms.
- Maximize exposure among overseas Pakistanis interested in real estate investment.
- Ensure efficient budget utilization with performance-based optimizations.
TARGET AUDIENCE
- Local Pakistanis interested in real estate.
- Overseas Pakistanis in the Gulf, UK, Germany, Australia, Canada, and the US
- Investors with a history of engaging with real estate content and searches.
STRATEGY & EXECUTION
1. GOOGLE DISPLAY NETWORK (GDN):
- Focused on high-impact banner ads targeting real estate enthusiasts.
- Geo-targeting enabled precision-based delivery to Pakistani and overseas markets
- Retargeting strategies were employed to engage potential investors who had previously interacted with the campaign.
3. YOUTUBE ADS:
- In-stream and discovery ads were used to capture the attention of investors.
- Engaging video content highlighted the premium features of Margalla Enclave
- High video completion rates and increased impressions contributed to exceeding planned metrics.
2. META (FACEBOOK & INSTAGRAM) ADS:
- Implemented interest-based targeting for real estate investors and expatriate Pakistanis.
- Lookalike audiences were utilized to expand reach and attract high-quality leads.
- Carousel and video ads were optimized for engagement, delivering strong performance in Pakistan and overseas.
4. CREATIVE EXECUTION IN THE FINAL FIVE DAYS:
- A countdown strategy was implemented to create urgency for balloting registration.
- Daily countdown banners were displayed across targeted platforms, emphasizing "5 days left for registration," "4 days left," and so on until the final day.
- Creatives included dynamic visuals with bold call-to-action messages urging potential investors to complete their registration
- Increased ad frequency in the last five days across all digital channels to maximize visibility and conversions.
KEY TAKEAWAYS
- Optimizing creatives and targeting parameters resulted in exceptional performance.
- The combination of GDN, Meta, and YouTube provided a well-rounded reach across all target regions
- Bonus impressions across platforms led to increased visibility and a higher conversion rate
- Retargeting and audience segmentation played a crucial role in enhancing balloting registrations
- The countdown strategy in the final days created a sense of urgency, boosting lastminute registrations
CONCLUSION:
The DHA & CDA Margalla Enclave digital campaign successfully exceeded expectations across all major KPIs. With a data-driven approach and strategic optimization, we delivered 66% more balloting registrations than planned while maximizing impressions and reach across Google Ads, Meta, and YouTube. The countdown campaign in the last five days significantly contributed to the final surge in registrations, reinforcing the effectiveness of urgency-based marketing. This campaign serves as a benchmark for future real estate marketing initiatives targeting both local and overseas Pakistani investors
