Mirvac’s LIV Indigo in Sydney Olympic Park is Australia’s first large-scale development based on the build-to-rent housing model. A brand new local concept in the property industry, where the building has one owner and offers long-term leasing options to tenants. The benefits include stability, flexibility, community amenities and a new home where pets, painting and artwork-hanging are all welcome. As a new category and new brand, the entire marketing strategy needed to be built up from scratch.
Rocket Agency, together with branding agency Chello were challenged to bring this concept to life with an integrated marketing campaign aimed to drive brand awareness and leases using Facebook, Instagram, Google Display, YouTube, Google Search and Spotify Radio – all this during a global pandemic and rental downturn.
Mirvac’s LIV was a brand new concept. It wasn’t possible to undertake a market review, learn from competitors or review past performance. Our objective was to help LIV sign X number of leases per month from August 2020 onwards, when LIV opened doors to tenants.
Rocket’s research identified LIV’s target market as ‘urban nomads’ and ‘modern families’ aged 24-39 and living in Western Sydney, who had little awareness of the build-to-rent concept and its benefits.
Traditionally, property marketing in Australia has relied heavily on outdoor and traditional marketing channels. Bravely Rocket suggested a digital first strategy to the launch. Outdoor, cinema, flyers and back of bus would be reduced to less than 10% of marketing spend and 90% of budget put into digital.
We launched the campaign in three stages:
A data-driven approach paved the way for this campaign with constant A/B testing with creatives, messaging, bidding strategies and more to optimise all six channels and deliver sustainable results throughout the campaign.
LIV was a fresh new brand, and therefore, all direct and organic traffic – and conversions – have been a direct result of our awareness and lead generation strategies.
LIV acquired a 720% increase in conversions month-on-month by the third stage of the campaign.
The CVR for the campaign across channels was sitting at 2.37%, 2X better than the industry average. These high quality leads converted to paying customers at 4.2%, a phenomenal win rate for a new business concept. Rocket helped LIV sign an average of 20% more leases than the monthly target over 12 months. This lead to LIV achieving an ROAS of 15.9X.
This campaign is world-class, digital-first and entirely data-driven. Occupancy at LIV is now higher than expected even of the hardest stretch target. All said and done, the long-term benefits of Rocket’s marketing program have been outstanding and pleasantly surprised the entire team at LIV.
Marketing Manager, LIV Mirvac
Rocket Agency has solved digital marketing challenges for hundreds of Australian businesses and run thousands of successful campaigns across SEO, Google Ads and Social Media to deliver tangible business results. Our case studies reflect our digital marketing expertise across industries and channels.
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