The Web Marketing Association is proud to present this 2016 Internet Advertising Competition Award for
Outstanding Achievement in Internet Advertising.
DOMAIN, BRAND NETWORKS
DOMAIN AND BRAND NETWORKS PARTNER UP TO BRING EFFICIENT HOUSE HUNTING TO FACEBOOK
Best Real Estate Social Media Campaign
Domain.com, Australia’s leading multi-platform real estate site, teamed with Brand Networks, the leading provider of cross-platform, relevance-driven native social advertising and content marketing, to create a social media advertising campaign on Facebook with the goal of driving apartment-hunters, home buyers and commercial property seekers to the Domain.com website.
Utilizing the Brand Networks' platform, Domain took a data-driven approach to Facebook post promotion that transferred the work of advertising from humans to machines. Using an automation-based strategy, the Brand Networks Platform would analyze Likes and engagement to predict which listings and organic posts would be the most popular on Domain’s Facebook Page, and turn them into paid Facebook advertisements to appeal to those searching for a new home. Cost and performance of ads were monitored in real time, and poorly performing ads were removed. The process also included automated updates to bids and budgets that further fueled the top-performing ads after the content was promoted. This strategy and the advanced technology in the Brand Networks Platform ultimately saved Domain considerable time and money.
The results were phenomenal -- including 30x more post engagement on Domain's Facebook ads at a cost-per-engagement that was 70 percent lower than previous performance. Brand Networks also delivered 46x more link clicks at a cost-per-link-click that was 80 percent lower. Average cost per conversion (CPA) attributed to Domain’s Facebook ads using a 28-day click model continues to drop month-over-month.
Contributors:
| Group Director, Content and Audience - Domain: | Melina Cruickshank |
| Senior Manager, Content, Social and Partnerships - Domain: | Jen Young |
| Vice President, Media Services - Brand Networks: | Steven D'Souza |
| Director, Business Development - Brand Networks: | Sam Fitzgerald |
| Editorial Director - Domain: | Toby Johnstone |
| Social Media Marketing Manager - Domain: | Erika Forrest |
| Manager, Media Service - Brand Networks: | Estelle Togias |
| Senior Media Analyst, Media Services - Brand Networks: | Sharon Liu |
LAUNCHSQUAD
Location: United States
About the Agency:
Founded in 2006, Brand Networks delivers relevance-driven native social advertising and content marketing to 650 enterprise customers, including half of the Fortune 100 and 17 of AdAge’s 25 Most Advertised Brands. The Brand Networks Platform is the world’s first cross-platform social marketing software with a relevance engine at its core, designed to help marketers achieve the highest possible levels of effectiveness and efficiency across paid, earned and owned channels, at every stage of the social marketing process. Brand Networks is headquartered in Boston with offices in San Francisco, New York City, Rochester, Los Angeles, Chicago, London, Sydney, and Mexico City. Domain is one of Australia’s leading real estate destinations and home of Australia's best property app. Providing a world class home search experience, the Domain app facilitates a seamless journey from searching listings and shortlisting properties right through to finding a dream home. Driven by an award winning content marketing strategy, the in-house team of journalists develop property news and articles daily. Domain is re-defining the way property fanatics discover and digest Australia's latest real estate articles.