During March 2014, an apartment fair was held by the Israel Building Center; the fair was marketed with great success on Facebook. Facebook approached me to write a success story about the campaign. You are invited to read what I did and how we managed to bring tens of thousands of potential buyers. The case study was published on the Facebook for Business website.
Facebook as a tool to attract prospects to the apartment fair
Background
Fialkov Digital is an advertising agency focusing on online sales and lead generation. The Israel Building Center is a group of companies providing services to both consumers and professionals in the State of Israel across several fields, including: the visitors center, the Building College, the school of design, consulting, and housing & real estate exhibitions.
Campaign Goals
The ultimate goal of the campaign was registrations of interested prospects for the apartment fair held at the Tel Aviv Fairgrounds. We built the campaign on three main segments: prospects interested in buying apartments, users similar to apartment-buying prospects, and page fans. Using Facebook’s advanced tools to raise awareness for the fair and directing visitors to the website to fill out their details to obtain tickets allowed the Building Center to attract numerous prospects to the apartment fair.
Strategy
Segmentation:
Using Facebook’s advanced tools was critical to the campaign’s success. Given the limited number of prospects interested in new apartments in the country per year, finding the right audience would allow generating many registrations at a low cost on Facebook. We used Custom Audiences to reach the right audience based on existing data from the Building Center. Proper use of the Lookalike audience option prompted Facebook to display the ad to audiences similar to the original lists. In addition, extensive and segmented use of Facebook Remarketing (WCA) made it possible to re-engage users who had not filled out details while segmenting prospects from Google, Facebook, and web banners.
Creative:
We built a creative plan for the ads that emphasized the advantages of the apartment fair and the strengths of the Building Center brand. The use of News Feed ads and right-column ads had a major impact on driving visitors to the apartment fair website. Using Facebook’s new call-to-action buttons (CTA) helped increase the ads’ CTR
Ad Example
Campaign Results
Together with advanced Facebook tools, we achieved lower costs per registrant for the fair and a return on investment beyond expectations.
Compared to standard Facebook targeting, we were able to achieve the following results:
Cheaper registrants – 42% Lower CPL
Higher return on investment – 340% Higher ROI
Higher click-through rate – 190% Higher CTR
Higher conversion rate – 230% Higher Conversion Rates – compared to advertising across other channels (banners, Google)
“The Israel Building Center invests significant resources in order to reach customers in all corners of the country. The social platform provides us with a good and effective solution for reaching our potential customers across the various fields in which we operate.”
Tal Spivak, VP Marketing, Israel Building Center
“The use of Facebook’s advanced tools was important to the campaign’s success. Given the limited number of apartment buyers in Israel per year, finding potential customers
on Facebook at a low cost was very important to marketing the campaign.”
Eran Rolls, Chairman, Israel Building Center
