People didn’t buy condos with just the unit in mind, they take into consideration the lifestyle and benefits that come with it. This would be the big idea to drive the campaign. And since the target market included early nesters, first homers, and single professionals, our social media agency in the Philippines knew that highlighting health and location were key.
Our social media agency used two channels of communication for the campaign: the official website served as an information hub, while social media platforms were utilized to connect with and engage potential clients.
We implemented geo-targeting strategies to optimize searchability. Content-wise, the agency established three key pillars:
Pillar 1: The first pillar showcased lifestyle content, offering followers and fans a glimpse into the rewarding experience of living at PVAR.
Pillar 2: The second pillar emphasized the location’s advantages, highlighting its proximity to CBDs, schools, malls, hospitals, and churches.
At the time of the campaign, a McKinsey study revealed that approximately 66 percent of millennials were willing to spend more on sustainable brands.