Waterworks

UNIQUE AUDIENCE PERSONAS

8

Background

Waterworks: 13 storey mixed-use building in trendy King West, Toronto with retail, a food hall and a YMCA. 

The developers Mod & Woodcliffe embarked on an ambitious project plan inspired by international food halls and other well stitched together multi-use residential projects. Mostly, they focused on the end consumer; knowing almost all of them could be interacted with online. 

With limited previous digital campaigns to learn from, establishing baselines proved to be an important first step for the Waterworks team with Triangles. From there, decisions could be informed via (unbiased) data. The client wished to appeal to both real estate agents and buyers directly, calling for a nuanced approach with various different consumer journeys. 

Data-Driven Real Estate Leads

Using Triangles, the downtown Toronto boutique condo Waterworks – leveraged a highly targeted paid digital program to drive affluent consumers to sales office visits, at high efficiency.

PAID MEDIA
CHANNELS

8

REDUCTION IN COST PER LEAD FROM START OF CAMPAIGN

776%

PERSONALIZED ADS
(VARIANTS)

927+

Solution

The Triangles methodology allowed for a quick test and learn micro-campaigns, which were scaled post-launch to coincide with the Sales Centre opening and accelerated until the project reached its sales targets in just 6 months.

1. INSIGHTS

8 target audience Personas (informed by both 1st and 3rd party data) were created with a combination of stakeholder interviews, market research and consumer insights.

2. CREATE

Triangles' cross-channel ad experts created (design, copywriting, conversion) personalized journeys for each persona leveraging Search, Display, Facebook, Instagram, Video, Remarketing, other Programmatic and direct buys.

3. EXECUTE

Once launched, daily optimization using both proprietary algorithmic methods and Triangles team resources effectively optimized channels, targets, geographies, creative ad variants towards high-ROI channels ready for scale.

4. SCALE

Once cross-channel conversion was understood, a dynamic spending model maximized ROI through each program phase. Scaling high indexing persona targets, channels, and creative led to budget efficiency & lowering Cost Per Acquisition until project close.

ADVANCED PERSONAS

Data-driven target audience Personas each with personalized journeys to drive awareness and conversion.

AGILE MEDIA MIX

Tracking the consumer journey across different channels allowed skewing the media mix to which targeting yielded the most registrations.

COMPLEX JOURNEYS

200+ ad variants personalized to 8 different personas, allowed discovery of over 16 different touchpoints which led to conversions across the active channels.

MEDIA OPTIMIZATION

Daily optimization towards lowering registration CPA resulted in a high ROI program across 8 of the 10 active digital channels.

GEOGRAPHICALLY EFFICIENT

Geographic testing reduced the geo-fence to a 20km radius for all channels.

- Targeting Insight

CREATIVELY RELEVANT

High-design personas like architects and interior designers engaged 4x more to the Features & Finishes creative concept. 

- Journey Insight

PERSONA TARGETING

Job titles and sectors that represented Finance spent 366% more Time on Site and converted into Leads at 4.3%. 

- Campaign Insight

How Triangles Was Used

Each Triangles client has slightly different needs. The Waterworks program featured a healthy mix of Insights, Create and Execute components to leverage horsepower and add to their teams abilities.

INSIGHTS

30%

CREATE

25%

EXECUTE

45%

Looking Ahead

In addition to the success of the digital program, the Waterworks teams were able to use data learnings to grow their digital knowledgebase and apply forward thinking to marketing efforts with Triangles. Some highlights:

BRAND AWARENESS

Tens of Millions of targeted ad impressions towards the target personas and cohorts was the byproduct of an incredibly efficient inbound campaign.

CHANNEL MIX / JOURNEYS

Learnings about first touchpoint and remarketing effectiveness translates to brand efforts going forward – keeping internal resource allocation focused and driving to the bottom line.

REMARKETING POOLS

Rigorous and behaviour-informed remarketing pools help quantify a spectrum of high-intent condo buyers.

ORGANIC GROWTH

Organic social following and opted-in email database growth was a sub-goal, helping continuity into the next development(s).

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