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Project Overview
Domain’s digital product suite has been evolving since Domain.com.au launched 15 years ago. Our products aim to take the stress away from searching, short listing and viewing potential new homes, recognising that it’s an emotional journey that is made easier by having a product which is suited for the modern multi device user.
The brief for this project was to provide a fully integrated mobile first campaign, which utilised traditional and digital channels to amplify the exceptional reputation and user feedback the Domain app had received. The campaign goal was to increase brand awareness whilst also driving acquisition.
Organisation
Team
Sarah Myers
Jen Young
Margarida Fantini
Project Brief
Spring is a key time for both the buy and rental markets across Australia with millions of people actively searching for a new home. Domain’s Spring campaign sought to gain market share by increasing visibility of the brand to drive app download and usage amongst consumers, to aid their journey in locating and inspecting a new home.
We understand that this journey is emotionally charged, and once entered into, becomes a lifelong interest, not just a transaction. We also understand that our consumers are busy people who are constantly on the go, and for this reason, our app and mobile experience must be developed in a way that is intuitive, seamless and has features that enable them to search and save properties quickly and easily.
The campaign sought to utilise the exceptional reputation and user feedback the app had received, through amplification of a clear call to action across multiple channels.The proposition was simple: ‘Download Australia’s best property app’.
The goal of the campaign was twofold: the first objective was to increase brand awareness across Australia through both national and localised campaigns, whilst also driving traffic to site and app downloads and usage.
Project Need
Searching, short listing and viewing a new home is an extremely emotional process. It can be exciting, but also challenging, stressful and time consuming. It is a cross-device activity: on weekdays during transit time, our mobile products are more frequently used, but at lunch time, our desktop is still the preferred platform.
The increase in mobile usage has meant our app and mobile site experience must be effortless, a helpful tool which aids the search, shortlist and select process.
The Domain product team developed key innovations that are often Australian firsts, including:
Our app is Australia’s first Real Estate app to integrate with Android wear
Our app is the only Australian app to integrate with Google Now cards
Our app is the only property app to give a free property profile on every property in Australia( (13 million homes), including price estimates, sales and rental history and historical listings, so people can research property on the go
With Domain School Zones available in-app, we can now answer a common question most parents have when buying a house: 'which school could the kids go to if we moved there ?”
By saving searches to the cloud with a simple tap, previous searches are made available seamlessly on their other devices, including the number of new properties.
This has resulted in Domain having the highest rating property app in Australia on the IOS Appstore, an accolade we’ve chosen to amplify across this campaign.
User Experience
As part of the development of our products, our User Experience team continually design and validate new ideas or improvements using modern, world class approaches. They engage frequently with users and clients, listen to what features are most desired, and work to deliver value as quickly as possible using a lean UX approach.
We maintain a holistic approach to feature development, so the experience is unified and consistent, regardless of how a user chooses to engage.
We have built an internal framework that enables us to enable new features to a select group of users. We can do this to an individual, a group, a new member, people in a certain location or someone using a certain platform. Importantly, everything is instrumented and we use the data from the actual usage and engagement to determine success and impact on experience. We have people who have chosen to join our BETA community, and provide ongoing feedback to changes and tests. We believe our approach drive’s a far more successful engagement with our audience and ultimately has increased success.
As a result of our focus on user experience, our apps are recognised alongside other apps that provide the best user experiences, as both our iOS and Android apps have been featured in the app stores in the past 12 months under “Best new apps”. Our Android app was featured alongside other world class apps on Google developers list of feature apps for app indexing.
Project Marketing
Following exceptional user feedback, the campaign proposition was direct and clear: ‘Download Australia’s Best Property App’. The simplicity of this message was a key factor in the success of the campaign as it was easily translatable into a multitude of environments.
The campaign strategy was to take a multi-channel approach, focussing on both traditional brand channels such as outdoor, TV sponsorship and print whilst leveraging efficiencies of acquisition by implementing multiple performance strategies.
Domain’s in house product and marketing teams worked closely,taking an agile and iterative approach to communication, quick to take advantage of opportunities as they arose.
The fully integrated approach to the channel mix was key to success, examples include:
Brand impact: extensive outdoor campaign where creative used was specific to the market it was featured in to heighten relevance.
Using offline to drive online: newspaper wraps for The SMH and The Age which contributed to record app download days.
High profile TV sponsorship: The Block sponsorship averages 1 million viewers each show - driving a strong increase in direct traffic.
Leveraging social targeting capabilities: drive action and app download via social media.
Testing and automation: implemented a test strategy to maximise upon the efficiency capabilities of performance channels to drive app downloads, through partnerships, search and retargeting resulting in reduction in cost per acquisition
PR campaigns around new products: turned product content into newsworthy moments, securing coverage in print, online and broadcast media, which had a direct impact on driving app downloads.
Project Privacy
At Domain privacy is very important. We have adhered to new privacy act in regency from July 2014. We are transparent with our customers and have disclaimers in data collection points such as enquire forms and sign up pages.
We also are very diligent with app permissions and no personal contacts are sent to ours servers. The data we collect is vastly used to give our customers personalised user experience and to promote the services.
In addition, links to our Terms and Conditions and Privacy Policy are easily accessible in Domain’s websites and apps.
Best Mobile Marketing Campaign
This category recognises campaigns that use elements such as competitions, promotions, games & messaging to engage customers via apps.
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