A data driven acquisition model for Shanta Holdings

Shanta holdings, a well known real estate company comes up with different projects from time to time. This time they came with a project, where they wanted to sell to the premium audience segment from selected areas. However a high end target group like this is very hard to find in the digital spaces.
The core objective of the campaign was to identify the right target group in relevant media channels and drive proper awareness which may lead into the purchase. As brand they wanted to ensure that they reach the right people and as a media partner our task was to pull these audience and bring them to the next level that may lead into purchase.
The core idea was to be as relevant as possible through right media channels and reach put the right audience. Facebook was identified as the most relevant media followed by YouTube, Instagram, DSPs and some innovative communication formats as well. Our idea was to ensure proper segmentation and website retargeting of previous purchasers which helped to drive the business objective.
The campaigns were started in the proper funnel approach where we began with project awareness. For this we used relevant ad formats like video & collection ads through relevant platforms like Facebook, Instagram, YT. The audience segmentation was made focusing on different criteria like Demography (Male, Female; 35-65); Geo Targeting (Gulshan, Banani, Tejgaon, Baridhara, Wari, Uttara, Mirpur DOHS, Mohakhali DOHS); Interest (Frequent Abroad Travelers, Luxury Yacht, Golf, Mercedes Benz, BMW, Audi). We also targeted people living abroad in the category of NRB who didn’t returned in years, prefers Bengali, Locations like Manchester(UK), Toronto(Canada), USA, UAE. For the third set we used custom audience where we targeted the lookalike and similar audience of people who have previously purchased properties from Shanta Lifestyle. Audiences were driven to a customized website from which they contacted with the brand.
The brand hand a total revenue of 700Mn+ from the project and 40% of the audience were driven through digital campaigns as per analytics and brand data. It lead to a ROAS of 280.