DLF - Global Reach
Client Overview
This case study focuses on a campaign for key projects, including:
- One Mid Town, Delhi
- The Valley, Panchkula
- Independent floors at DLF Phase I and III, Gurgaon
- DLF Riverside, Kochi
Our Objectives
Acquire a high volume of qualified leads from the global NRI audience and effectively overcome the high Rs. 1.5 Cr∗ ticket size challenge to attract and secure High-Net-Worth Investors (HNI) for premium 2, 3, and 4 BHK homes.
Generate significant international market buzz to dramatically increase attendance and participation at the DLF EXPO events worldwide.
Position DLF as the preferred international investment choice, successfully securing leads from a worldwide audience to grow the global investor base.
Key Marketing Challenges
01
Geographical Dispersal, Catering to a maximum number of leads from a globally dispersed NRI audience.
02
The need to create a significant buzz for the DLF EXPO in specific regions to drive attendance and engagement.
03
The high cost of the properties in prime locations required a strategy that would attract genuinely interested and financially capable investors.
Our Approach
Our approach was to implement a comprehensive campaign to educate the global NRI audience about the unmatched investment potential and lifestyle offered by DLF's projects. The strategy was centered on:
Educational Outreach
Showcasing the unique value proposition of each project, focusing on investment returns and the premium lifestyle.
Global Expansion
Planning and executing a global campaign to expand DLF's brand presence beyond India's borders.
Holistic Campaign Management
Running and optimizing the campaign to ensure projects were showcased in the most compelling way possible.
Amura’s Execution
The campaign was executed strategically across multiple platforms, using an Umbrella Landing Page to manage all featured projects. This central hub allowed customers to select a project from an overview and then proceed to a dedicated project page after submitting their lead information
Key Actions
Centralized Multi-Platform Strategy
Leveraged an Umbrella Landing Page to manage multiple projects simultaneously, supported by targeted Google Search, Facebook Lead Generation, and Display channels for maximum reach.
Agile Campaign Optimization
Implemented continuous, data-driven optimizations like stopping non-performing assets, refining search terms, and increasing ad set budgets to scale success.
Enhanced Lead Qualification
Improved lead quality by adding specific qualification questions to forms (e.g., location intent) and optimizing the landing page user experience.
Successful Event Mobilization
Demonstrated immediate event impact, securing 46 leads (2 qualified) in two weeks from the prioritized Singapore EXPO campaign, informing strategy for subsequent events.
Results
The campaign's targeted approach and continuous optimization yielded outstanding results, successfully capturing a significant number of leads from key international markets.
134 Leads secured
from the high-value US & Canada market.
122 Leads captured
across GCC, UK/South Africa, and Asia-Pacific regions.
Robust volume of leads
The targeted approach successfully delivered a robust volume of leads across all critical international NRI geographies.
Successfully established DLF's presence
and lead flow across four major international regions, validating the global outreach strategy.