ABEC enhances its reach with #AGoodLife

Brand:

Asian Business Exhibitions & Conferences Ltd. – Real Estate Division

Agency:

WATConsult

Taking a social and digital route, ABEC wanted to increase awareness and footfalls for its two main property exhibition events – the 25^th edition of Times Property Expo, Delhi and The Property Investment and Homebuyer Show, Singapore.

Objective:

The agenda of the campaign was to increase awareness about the Times Property Expo and the Property Investment and Homebuyer Show via digital media.

The brand also wanted to increase traction and engagement online for both the events while effectively reaching the niche target audience in a short time span.

Execution:

With the brand goals for the campaign defined, ABEC started rolling out updates on Facebook, Twitter, LinkedIn, Google+, and Instagram with #AGoodLife. The aim behind #AGoodLife was to focus on the thought of a life upgrade.

#AGoodLife talked about the various offerings which the visitors could avail if they visited the exhibition. The brand also created event pages on Facebook for the exhibition and promoted the same for high reach.

ABEC, moreover, went on to put up a video specifically for the Singaporean audience promoting the Property Investment and Homebuyer Show.

To amplify the reach of the campaign and the exhibitions the brand conducted Twitter influencer activity a day prior to each the events. This helped the brand to increase awareness and to reach out to a wider audience on Twitter.

Google Display Network ads were also done to reach out to the niche audience in Singapore (NRIs) which they wished to target. The ads when clicked on, directed the users to a landing page which showcased all the details of the show, the visitors could also fill their details in the sign up form to be entitled for free VIP walk through.

Result

The brand could increase their fan base on Facebook by 335, increased followers on Twitter by 49, and acquired 21 followers on Instagram.

The brand also acquired 100+ connections on LinkedIn and 10 followers with over 2000 views on Google+.

The reach on Facebook for promoted posts, video promotions, and event page promotions were over 1,70,000.  Due to the influencer activity the #AGoodLife reached to over 1,45,000 accounts on Twitter with over 3 lakh impressions.

The Google Display Network ads helped the brand to garner 10,00,000 impressions with over 1,000 clicks on the ads and 100 form fills.

The campaign managed to click with the right audience owing to the right amount of push.