How to Generate Offline Engagement from Online Marketing in Indian Real Estate: A Case Study

Online Marketing is important in Indian Real estate as it helps to drive more relevant traffic. Social media platforms enable us to target an audience that is interested in your business.

The primary advantage of using Facebook and Instagram as a marketing platform for Indian Real Estate is that it allows hyperlocal targeting and location-based specific audiences.

How Hiranandani Estate Generated Offline user engagement, via Facebook Marketing

Campaign Introduction

The idea of this campaign was to create a positive social media buzz and eventually get higher engagement amongst the target audience. Diwali being a festival of lights creating visually delightful experiences, Hirandani estates planned and executed the campaign thoroughly.

Campaign Objective

1. They launched a photo contest to generate more engagement from the target audience.
2. They created a social media buzz for the campaign during peak festive days when most people spend relatively lesser time on devices.
3. Generating user engagement offline, via online mediums.

Campaign Strategy

1. Hiranandani's launched a photo contest around Diwali to generate maximum engagement from their audience.
2. They used Facebook and Instagram as the primary choice of platforms for the contest to create visual engagement around the contest.
3. To increase the excitement among the contestants they posted the entries on their social media handles and made it a fun competition eventually increasing the engagement on their profiles.
4. Hashtag series like- #CarnivalofLights and #DiwaliatHiranandani to drive participation from the audience.
5. To increase participation and excitement among the audience they also availed the event with fun activities like gamification and incentivized the audience with Starbucks Vouchers and gift prizes like Apple Watch, etc.

Features Used

1. A photo contest was planned across both Facebook & Instagram.
2. They had used Facebook Map Feature to target only the people who are the residents of the Hiranandani Estate or were near that locality.
3. For boosting the campaign and the Photo Contest they invited people in this target segment to share their Diwali moments in the Hiranandani Estate. Hashtags were used to increase the visibility of the brand & the activity in the social space.

Results

1. 4500+Growth of Facebook page likes
2. 41K+ people talking about the brand on Facebook
3. 1800+ Total shares on Facebook

DLF’s Latest Social Media Diwali Campaign

Campaign Introduction- Burn Differences, not Crackers

In Indian culture, Diwali is celebrated by burning crackers, Lightings, Diyas, and Card Playing. So this year DLF started an eco-friendly campaign named “Be a Non-Pataka Celeb” for promoting not burning of crackers at DLF Place Saket.

Campaign Objective

1. The contest was introduced to spread awareness and fight against child labor in cracker factories and environmental harm due to noise and air pollution.
2. The contest was introduced in a way to spread awareness about the serious issues above mentioned in a fun and light manner to spread the message of how cool it can be to say NO to crackers.
3. Along with the social causes DLF also wanted to increase brand awareness on social media platforms in a fun and interactive way to increase engagement.

Campaign Strategy

1. All the participants were asked to upload their pictures on social media platforms and take a pledge about not burning crackers.
2. After the submission of the photo and taking the pledge, each photo was customized by adding the participant's face on the card. The male participants were given a king card with their photo on it, and the females were given a Queen Card with their photo.
3. The participants were then asked to share these photos on various social media platforms like Facebook, Twitter, and Instagram to increase online engagement and awareness.

Results

1. 150+ Entries were registered.
2. Almost 2500 likes were increased organically in a time span of 1 week on the Facebook page.
3. This contest generated heavy traffic on Twitter as well with all their participants sharing their customized cards with the Hashtag #IPledgeToBeANonPatakaCeleb.

Conclusion

Results have shown that Facebook is almost 89% accurate when it comes to the targeted campaigns.

Facebook, Instagram, Twitter, etc all of these platforms are very important to increase brand awareness and engagement in the real estate business as well and build buzz about the brand in the most effective manner.

For getting more information on digital marketing and its impact read How Digital Marketing helped Real Estate Giant to get 4X ROI or contact us.