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/ WORK

A new digital strategy that sells out

100%

of apartments sold

/ WORK

A new digital strategy that sells out

100%

of apartments sold

BACKGROUND

Our client, Watford Riverwell, is a large regeneration project just outside of London. The team were in the middle of promoting their first development when they reached out to us. Watford Riverwell wanted to work with us to shift their marketing strategy to attract the right audience and increase viewings and bookings for their apartments.

We worked with the Watford Riverwell team to develop targeted messaging, testing various approaches across paid media channels, and with a continuous focus on conversion rate optimisation, our campaign for Watford Riverwell generated 1,429 leads. With a website conversion rate way above industry standards, all 66 apartments were sold by the end of the campaign.

DELIVERABLES
brand-strategy

Communications plan and campaign development

cpc-black

Paid media management across Facebook, Instagram, Google Search & Display.

report

Monthly reporting and budget forecasting

deliverable_web_dev

Brand & website development

THE STORY

About Watford Riverwell

Watford Riverwell, is a partnership between Kier Property - a leading UK construction and infrastructure services company - and Watford Borough Council.

This is the largest regeneration project in Watford, transforming 70 acres of land into a new destination for families, friends, and couples with their high quality, spacious homes right outside of London and to encourage environmentally friendly living.

After the success of the campaign for their Woodlands development, their second development in the area, Avenues, offers houses which are ideal for families.

Watford Riverwell - Home (Fake)
OBJECTIVE

The need to shift

The objective of the campaign was to bring to life the Watford Riverwell brand through a lead generation campaign, maximise traffic to the website and increase conversion through digital activity. With other developments already in the pipeline, the campaign was time sensitive.

Their existing marketing strategy and brand image was not designed to attract the audience of this new development - first time buyers. Disruptive advertising from competitors and a low conversion rate of the website was limiting viewing bookings and sales.

OUR COLLABORATION

Why Code Milk

We have worked on numerous strategic and creative projects with the Kier Group over the years, including the full design and development of the site of their Watford Riverwell and Solum brands.

Watford Riverwell were looking for a partner that could get a deep understanding of the business, brand and vision as well as the ability to develop and manage their paid campaigns.

At Code Milk we put equal focus on strategy, creative/brand and delivery and will dedicate time and resources to discover and understand the client and business needs, building a robust and strategic plan that delivers on the client goals. Thanks to our close relationship, we had the opportunity to collaborate and be reactive across the campaign to maximise results.

Watford_social_ads
OBJECTIVE

A robust strategy for efficient delivery

We kicked off this project by running a workshop that enabled us to get a comprehensive understanding of the Watford Riverwell brand, its positioning in the market and to define how we will address the perception challenges.

Next, we performed an audit of the website to identify opportunities to increase conversions and did further research into the target audience. We then developed a messaging framework and assets that addressed audience pain points that appealed to young professionals.  

We rolled out the new brand positioning and messaging into a multi channel campaign, managing paid media activity across Facebook, Instagram, Google Search & Display Network, and targeted property sites. We also focused on local SEO, since the geo targeting for this campaign was very narrow.

Throughout the campaign we continually tested and optimised ad creative, messaging, targeting strategy and website to maximise traffic and conversions. We also worked with the internal team to collect insights and feedback from buyers that informed our next steps.

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THE RESULTS

By maximising investments in our approach, we achieved the client's goal of selling all remaining apartments within the target timeframe.

A strong brand positioning, combined with optimisation efforts led to the development of a winning paid strategy that was informed by clear insights:

Ads that best resonated with the audience mentioned financial support available to first time buyers, pricing and availability, and featured a 'book a viewing call' call to action. 

While Search & Display were key traffic drivers, Paid Social was the top channel for lead generation throughout the campaign. The average cost per click remained low at £0.35 - specifically lead generation ads on Facebook offering the development brochure and viewing bookings (we implemented a plugin to extract the data automatically from Facebook to the client's CRM).

Read more +
4M

Impressions

25%

Reduction in lost search impressions

78%

Increase in new website users

1,429

Leads generated

WHAT'S NEXT?

Book a consultation to review your digital marketing strategy 

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