Hill Group: Millside Grange, Awareness Campaign
A highly targeted always-on awareness campaign that resonated with Hill Group’s key audiences for the Millside Grange development.
Our Digital Services
The Challenge
Hill Group previously ran seasonal awareness campaigns for their new Millside Grange development, which meant changing them up every three months, proving costly and ineffective. Their existing awareness campaign wasn’t performing, and they needed a more strategic approach to maximise their budget and drive results.
Our goal was to create a cost-efficient, consistent, and highly targeted always-on campaign that resonated with their key audiences while creating long-term impact for the success of the Millside Grange development.
Strategic Approach
We recommended shifting focus from broad prospecting to strategic retargeting with tailored messaging. By leveraging our understanding of the buyer demographics, informed by our development insight and CRM data, we created a personalised approach for each audience segment, including FTB, Second Stepper and Downsizer.
The new always-on campaign used a combination of compelling headlines, impactful imagery, and audience specific incentives, such as maximising the message of stamp duty savings. Working alongside our in-house media team meant we were able to be flexible and secure the right placement at the right time for the right audience. The digital campaign was strategically placed across social media, banners and email, with flexible messaging options for Hill Group to adapt to future market trends.
The results
The campaign achieved strong results, with a high CTR even during the typically quiet December period. From October to December 2024, the Millside Grange development campaign saw significant shifts in performance.
December, the first full campaign month, saw a campaign reach increase of 10.79% and impressions rise of 15.15%, as well as link clicks tripling 191.39% compared to the campaign launch in October, almost 3 times higher than before the campaign’s introduction in October. The cost per click also decreased, reflecting strong audience engagement.
Our data-driven digital strategy ensured messaging was in tune with audience needs, leading to increased engagement and conversions. By segmenting the audience and tailoring incentives, we maximised impact and efficiency. Future plans include refining retargeting efforts to further enhance conversions.
