LIV Mirvac: 15.9X ROI via Digital Strategy
Mirvac's LIV Indigo at Sydney Olympic Park marks Australia's first significant development utilizing the build-to-rent housing model. The LIV concept was entirely new, so we couldn't conduct a market review, analyze competitors, or assess previous performance. Our goal was to assist LIV in signing a specified number of leases each month starting from August 2020, when it began welcoming tenants. Traditionally, property marketing in Australia has focused heavily on outdoor and conventional channels. However, Rocket proposed a bold digital-first approach for the launch. Consequently, less than 10% of the marketing budget was allocated to outdoor ads, cinema, flyers, and back-of-bus advertisements, while 90% was invested in digital platforms like Facebook, Instagram, Google Display, YouTube, Google Search, and Spotify Radio. As a new brand, all direct and organic traffic and conversions stemmed from our awareness and lead generation tactics. By the third phase of the campaign, LIV experienced a remarkable 720% increase in month-on-month conversions. The campaign achieved a conversion rate of 2.37% across channels, doubling the industry average. As a result, LIV’s occupancy levels have surpassed expectations, even exceeding the most challenging target.