LIV Achieves 60% Cheaper Cost per Lease for their New Property in Melbourne

Rocket was challenged to replicate the digital marketing success from the Sydney campaign for the LIV’s newest property in Melbourne. However, the new location meant a different audience and a different buyer’s journey. 

LIV had gained some recognition as a brand since it’s initial launch, but the concept was not popular in Melbourne. The learnings from Sydney were useful, but not transferable.  Moreover, many competitors had entered into the built-to-rent category. 

All of this meant that Rocket couldn’t just replicate old tricks to guarantee success. Meticulous testing, analysis and optimisation was necessary to secure a baseline of ad performance. The goal however, remained the same - deliver 100% rental occupancy for LIV Munro.

Rocket worked in partnership with branding agency, Chello and LIV’s internal marketing team to deliver a clear and compelling creative strategy that paved the path of a cross-channel campaign. A five-pronged campaign persuaded a tighter target audience to make an enquiry and lease the newly launched property. 

The campaigns were launched across Display, YouTube, Facebook, Instagram and Paid Search. The channel selection and audience segmentation was informed in part by what had previously worked while promoting LIV Indigo in Sydney. However, budget allocations and adjustments were significantly different, given that the brand had now been established with tenants in place and client stories to share.

• Campaign 1: Explainer - This education campaign was designed to build awareness and generate leads by introducing the full brand proposition via explainer videos. The complicated value proposition was broken down into a simple video that was easy to relate.
• Campaign 2: Toby - This unique creative concept introduced a canvas bag called “Toby” to establish brand positioning via a character. The ads influenced the target audience to associate LIV with a specific set of attributes to foster choice. 
• Campaign 3: Expect More - Extending the best-performing concept from the Sydney campaign, this campaign was designed to drive traffic and lead generation by generating curiosity about the brand. The ads presented compelling but unresolved promises of renting, prompting the user to learn more about LIV. 
• Campaign 4: Footnote - This campaign highlighted the clear and relevant benefits of renting at LIV. The clear copy and designcut through noise on the platforms and focussed on delivering instant value. Examples include “Paint the walls whatever colour you want”, “Rent with benefits. And appliances” and “A no-bond apartment”.
• Campaign 5: Home Is - The goal of this campaign was to speak too users in the consideration stage of the buyer’s journey. The creative used included real-life photos of people that embodied the character of the brand. The concept showcased that LIV was the better choice when it came to renting.

• 'Winner' Best B2C Campaign - Semrush Awards 2023
• 'Winner' Best Online Marketing Campaign - Real Estate - Semrush Awards 2023
• 'Finalist' Best Integration of Search Into Omnichannel Marketing - Search Engine Land Awards 2023
• 'Finalist' Best Advertising Campaign - Semrush 2023
• 'Finalist' Best Integrated Campaign - Semrush 2023
• 'Finalist' Best Social Media Campaign - Semrush 2023
• 'Finalist' Best Use of Search – Real Estate & Property - APAC Search Awards 2024
• 'Finalist' Best Integrated Campaign - APAC Search Awards 2024