Revolutionizing Property Finder Presence in Egypt
Reham Haskeer
Brand Strategist
Growth Marketer
Performance Marketing Specialist
Case Study: Revolutionizing Property Finder presence in Egypt
Client: Property Finder
Project Duration: +6 Months
Project Overview:
Reham played a pivotal role in enhancing Property Finder's brand presence in Egypt, their second-largest market, while simultaneously boosting performance, especially in paid marketing, which accounted for over 70% of acquired leads despite challenging economic conditions and local currency devaluation. Rising to the challenge, the strategy employed was two-fold.
On the branding front, the focus was on diversifying the channel mix. This involved leveraging online platforms like YouTube, Meta,TikTok, as well as collaborating with regional platforms and content creators. Additionally, offline channels such as TV, Radio, and Outdoor advertising were tapped into to establish a direct connection with the audience. This approach aimed to foster a top-of-mind (TOM) association with the audience, facilitating organic growth of the platform.
In terms of performance, the strategy revolved around concentrating efforts on high-performing channels such as paid search, Meta ads, and programmatic advertising. Various ad formats, including standard and dynamic search campaigns, feed-based ads, and app campaigns, were employed. To refine targeting, custom audiences (1st party audiences & lookalikes) were utilized, ensuring a focus on high-intent segments. The process also involved rigorous testing and optimization to eliminate overlap and inefficient ads.
The results of these efforts were nothing short of remarkable. According to third-party reports, Property Finder experienced a significant 14% increase in brand awareness in Egypt within a span of nearly 5 months. Furthermore, there was a remarkable 70% surge in leads obtained across the platform. Remarkably, these achievements were accompanied by a 55% reduction in Cost Per Lead (CPL) when compared to the previous period, showcasing the effectiveness of the implemented strategies and Reham's expertise in navigating challenging market conditions.