Ofakim – Building a Success Story

Client Name: Ofakim Municipality, Noah Initiative, and the Merage Foundation

The Ofakim Municipality approached us through the Merage Foundation in order to promote the new neighborhood – the Horshat Noah neighborhood. In this post, we will review the campaign we built across a variety of platforms and the conclusions that emerged from the campaign. The Facebook portion of the campaign was published as a case study on the Facebook for Business website.

Campaign Goals

✓ Exposure to the new residential project in the city – a single-family home at an attractive price in a developing city ✓ Attracting an audience from the central region of people looking to settle in the south ✓ Attracting move-up buyers from Be’er Sheva and the surrounding area ✓ Bringing families to the open house in Ofakim

Target Audience

Residents of the central region – Greater Gush Dan

People with high social awareness

Young families

Move-up buyers from the Be’er Sheva area

Entrepreneurs

Campaign Challenges

Short campaign of only 3 weeks

A city considered unattractive to most of the campaign’s target audience

No materials from the client at all (neighborhood renderings, etc.)

Campaign Creative

✓ Cost of living in the central region (Tel Aviv in particular) ✓ Affordable housing in the south – a single-family home at a low price ✓ Traffic jams within Gush Dan versus convenient public transportation. ✓ A city with green spaces and parks ✓ A renewing city with good investment opportunities ✓ Moving towards a greener, healthier, and better future

Marketing Channels

Outbrain

Youtube

Facebook

Google

Instagram

Landing Pages

(Click on the image to enlarge)

Within the landing pages, we conducted an A/B test for lead submission – with/without the city field:

We saw a 50% increase in cost per lead once we added the city field

Facebook

Campaign Types:

1. Conversion campaign to landing page (Click on the image to enlarge)

2. Lead campaign (Click on the image to enlarge)

Within the lead campaign, we conducted an A/B test – with/without a welcome screen:

*** A 40% increase in cost per lead with a welcome screen, but the leads were of higher quality 3. Video views campaign Using the campaign, we built retargeting audiences and generated sales