Key Metrics
2020 - 21
One of the hardest decisions when moving house is choosing the right area.
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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.
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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.
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Here's an example of a dynamic ad served to a buyer in Bournemouth (BH10):
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.
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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.
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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.
