LIV is a part of Mirvac that introduced Australia’s first property in the built-to-rent category. LIV buildings are designed with shared facilities including BBQ areas, co-working spaces, commercial kitchens and even dog-washing stations. Rocket’s initial campaign for LIV’s first property at Sydney Olympic Park was a roaring success, delivering 100% occupancy with record ROI on digital media. This celebrated campaign captured multiple awards on a local and international level.
LIV’s newest location, LIV Munro is located next to the Queen Victoria’s Market in Melbourne. LIV Munro delivers expansive living, working, relaxation and shared socialising spaces.
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.
The campaign was a resounding success delivering results that were better than expected and better than Liv Indigo in Sydney. The results have been exemplary!
The ad performance was exceptional in all key stages of the acquisition funnel. This meant that the LIV could spare more budget for brand growth activities.
Marketing Manager, LIV Mirvac
The creatives for LIV were developed in collaboration with branding agency, Chello.
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This is possibly Australia's most-awarded digital marketing campaign in 2020-2021! Mirvac's LIV Indigo is a brand new property concept and category in Australia based on the build-to-rent model. 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 – all this during a global pandemic and rental downturn. Rocket suggested a digital-first strategy to the launch, going against the traditional approach to property marketing. Launching, scaling, and optimising the campaign across 6+ channels and using 100s of creatives, Rocket was able to smash targets set by LIV to deliver amazing awareness and quality leads that converted to paying customers.