Media strategy and tactical media planning

Client

BONAVA

Objectives

  • Media strategy and tactical media planning to promote Bonava to the target group as the first choice for buying real estate.
  • Conception of a strategic brand campaign
  • Key account management with project management and deputy project management to coordinate all project participants.
  • Positioning Bonava as a relevant, high-performance provider in the field of real estate sales
  • Stimulation of considerations and generation of leads for the active projects throughout Germany

Tasks

  • Consultation, planning and coordination of the conceptual and creative development of the information and communication measures
  • Key account management with project management and deputy project management for the coordination of all project participants
  • Development of a media strategy and monitoring of all media activities
  • Media planning with special focus on online campaigns
  • Continuous increase of awareness of Bonava within our target group as the first choice for buying property
  • Management and media buying of appropriate media channels
  • Implement audience targeting that ensures audiences are reached based on their demographics, focusing on each audience’s interests.
  • Ensure targeted reach and controlled frequency to use budget as efficiently as possible.
  • In-stream video content promotion based on narrow interest along with implantation of Google Display campaigns.
  • Promote Bonava’s active projects across the country and drive consideration.
  • Monitor all media activity

Target groups

  • Focus geographically around cities with Bonava projects
  • Age: 20 – 60
  • Interested in housing
  • Main target segment: family, with or without kids, double income

Results

  • Online campaign Spring: total 30.845.729 impression and 295.608 clicks to Bonava websites (Immoscout24, Immowelt, Programmatic, LinkedIn, Facebook, Instagram, YouTube)
  • Online campaign Autumn: total 42.620.378 impression and 203.839 clicks to Bonava websites (Immoscout24, Immowelt, Programmatic, LinkedIn, Facebook, Instagram, YouTube)
  • The campaign resulted in 187.883.633 delivered impressions and 963.711 clicks among all channels (Immoscout24, Immowelt, Programmatic, Google Ads, Facebook, Instagram, YouTube)

Units Involved