Located in the heart of the Fashion District at Adelaide Street West and Portland Street in downtown Toronto, 123 Portland is steps from the TTC, PATH system, fine dining, nightlife, grocery stores and shopping.
With a Walk Score of 99 out of 100, this is one of Canada’s truly great neighbourhoods. Designed with walkability in mind, and interspersed with parks.
PERSONALIZED AD VARIANTS
REDUCTION IN CPL
With the objective of increased awareness in the GTA and a focus on driving registrations pre & post Sales office launch, Triangles’ system set out to achieve the following goals:
Development of seven key audience types – covering end users, real estate agents, and investors.
Multiple flights were deployed to announce the development, unveil hero renders prior to launch, and release renders/unit pricing upon sales office launch, all mapped to each persona.
3. Ad Operations
Baselines were developed 3-4 weeks into the campaign; cohort & channels were briefly re-opened during each new flight to assess engagement & conversion with new journeys.
After the sales office launch, the program was strategically re-focused on top performing channels & personas for the final phase of the program.
Throughout all flights, Instagram & Instagram Remarketing proved to convert targets at the highest rate & lowest cost.
Those living in the King West neighbourhood tended to convert at a higher rate than other end-user personas (Urban Biz Wiz, Mature Downsizer).
Copy featuring “boutique living in the heart of downtown Toronto” over-indexed all other messaging throughout every flight.
Suite renders generated the highest ad engagement and volume of conversions over lobby, exterior, & kitchen renders.