Key Metrics
2020 - 21
One of the hardest decisions when moving house is choosing the right area.
To help homebuyers across the UK, I worked with social agency Byte to create Key Metrics.
Key Metrics was a dynamic ad campaign spotlighting the most useful information about an area: Ofsted ratings of local schools, transport links, plus proximity to parks, cafes, cinemas, gyms, pubs, beaches and more.
We paired these data points with Zoopla's own house prices data to create hyper-local, hyper-targeted dynamic video ads on Facebook and Instagram that highlighted the key metrics for each area.
Here's an example of a dynamic ad served to a buyer in Bournemouth (BH10) and another to a buyer in Birmingham (B13).
To meet the diverse and local needs of a national audience, the scope of the campaign was huge - covering more than 3,000 postcode sectors across 52 city districts.
This required an automated, dynamically-generated ad campaign of over 10,000 unique videos based on more than half a million data points.
Phew.
The results surpassed all expectations, driving a 21% incremental lift in buyers contacting estate agents to view properties (versus those not exposed to the campaign) - and half a million property searches from 21 million impressions.
Here's a video we made about the campaign, which went on to win the Most Effective Use of Creativity for Data award at the 2021 Drum Awards for Digital Advertising.
