Background

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.

2.5K+

REGISTRATIONS

30K+

ENGAGED VISITS

800

PERSONALIZED AD VARIANTS

94%

REDUCTION IN CPL

Solution

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:

1. Insight

Development of seven key audience types – covering end users, real estate agents, and investors.

2. Personalization

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.

4. Scale

After the sales office launch, the program was strategically re-focused on top performing channels & personas for the final phase of the program.

Channel

Throughout all flights, Instagram & Instagram Remarketing proved to convert targets at the highest rate & lowest cost.

Persona

Those living in the King West neighbourhood tended to convert at a higher rate than other end-user personas (Urban Biz Wiz, Mature Downsizer).

Messaging

Copy featuring “boutique living in the heart of downtown Toronto” over-indexed all other messaging throughout every flight.

Creative

Suite renders generated the highest ad engagement and volume of conversions over lobby, exterior, & kitchen renders.

Looking Ahead

Upon campaign completion, Triangles recommended the following for future Minto Communities campaigns within the GTA:

Bottom Funnel ROI Link

Connection from Registration to Closed Sales to help influence optimizations against ROI focused KPIs.

Narrowed Channel Mix

Focused efforts within the programmatic Display universe will aid in budget allocation to higher converting channels vs. awareness channels.

Focused Audience Strategy

Pivot away from targets that may convert via other audiences (i.e. Urban Biz Wiz contacting Agent/Broker) to avoid duplicating efforts.

Continued Remarketing Funnel Development

Integrate floorplan downloads as a KPI to help further define intent on a second visit & inform sales office what specific unit users are gravitating towards.

SEE ROI BREAKTHROUGHS IN OTHER INDUSTRIES