Springs is a premium residential complex near Filevsky Park that positions itself as a wellness-focused community – designed for restoration, health, and work-life balance.
Campaign goals
- Increase project awareness
Mechanics
- Target audienceMen and women aged 35 to 55 with high income.
The team created two versions of a 15-second video — one with text overlay, the other without it. Both conveyed tranquility and comfort while emphasizing the development's premium status.
VK Ads became the platform of choice because it delivered what premium real estate campaigns need:
- high-income audience access,
- compelling format,
- strong brand performance capabilities.
The videos ran in-stream with CPV (cost per view) pricing. Mediascope BrandPulse data shows 79% of real estate prospects notice in-stream video ads. VKontakte users also consume long-form video content – 53% watch TV shows and 62% watch amateur videos.
Campaign execution and optimization
The Q1 2025 campaign began with a month-long test phase.
To balance reach with audience quality, they ran two optimization models:
- CPM (cost per mille – cost of 1,000 ad impressions).
- CPV (cost per view – cost of one ad view).
The CPM model captured broader potentially interested audiences, while CPV focused on driving complete video views from engaged prospects.
Targeting parameters reflected the luxury positioning (as instructed by the client):
- interests: premium cars and jewelry,
- contextual queries related to premium goods,
- contextual queries related to premium real estate,
- custom segments based on user actions in ad campaigns.
Results
Month one:
- CTR (click-through rate) hit 5.12%.
- VTR (view through rate) reached 72.83%.
- Delivered three leads (phone calls).
Following the results of the test period, the format was added to the main split.
Month two (optimized campaign):
- CTR rose to 6.91%.
- VTR increased to 75.81%.
- Monthly qualified through phone calls increased to five.
- CPA dropped 47% from test results.
Overall performance:
- Eight leads generated in Q1, with three prospects visiting the sales office.
- Average actual CPA ran 50% below projections.
- Inquiry-to-lead conversion (CR) reached 17%.
- Top performers: "premium cars" and "jewelry" interests produced four leads; custom segment audiences added three more calls.
Veronika Rybakova, Lead Targeted Advertising Specialist at Digital Twiga:
“Our visually compelling video paired with precise reach targeting delivered strong CTR and post-click metrics while generating leads. This campaign validated video advertising’ effectiveness for performance goals. We will now scale these approaches and test new targeting parameters for affluent audiences.”
Source: Adindex.ru