Area of Expertise
times return on investment
times more impressions
Context and Description
ACACIA Eco-Living is a socially responsible real-estate project established in Managua, Nicaragua. This development is owned by AEISA Desarrollos Inmobiliarios, a company with more than 20 years of experience in Colombia and Costa Rica whose primary business is the sale of luxury houses and lofts.
The Best Offer for the Best Customers
The company was seeking to position ACACIA Eco-Living as a high-quality, stable, and reliable project. It also wanted to reach people with high purchasing power, increase sales, and display the brand's identity to attract customers at the decision-making stage.
We never imagined the level of success Facebook could generate in terms of our business objectives. Facebook has clearly been a differentiating element in our sales success. Thanks to our collaboration with Newlink Group, we not only experienced this success but also were able to measure it. Bernard Pierson, Country Manager in Nicaragua, AEISA Desarrollos Inmobiliarios
Communication, Identity, and a Good Strategy
In tackling this challenge, ACACIA Eco-Living partnered with Newlink Group to jointly develop a Facebook strategy. The communications plan combined several pillars: lifestyle, property details, and corporate positioning. The goal was to ensure that relevant content made its way into the customers' decision-making process, from initial discovery of the project to the final sales push.
It accomplished this by using clicks to website ads to drive those interested in the project directly to the company's website. The conversion-tracking pixel installed on its website then enabled it to record the actions people completed after seeing its Facebook ads.
Ads for potential customers allowed those interested to register to obtain more information or request some specific information about the properties. This in turn enabled the company to obtain precise information about customers and establish further contact with them.
Lastly, both the photo ads and video ads were key to presenting the company's identity and generating empathy with customers.
Excellent Decisions, Excellent Results
The use of Facebook as ACACIA Eco-Living's exclusive marketing tool exceeded the company's expectations. The results demonstrate the campaign's effectiveness:
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