Making Impressions – 688K+ of Them 

Pardee Homes Las Vegas was launching Axis, its most prestigious neighborhood to date. Every marketing effort for this new community needed to align – including its social media presence – in support of the brand’s elevated commitment to modern architecture and design.

We learned from research that Facebook Live often was impromptu with low engagement, and only moderate results. We knew “sneak peek” content consistently and reliably generated interest. We also knew Pardee’s prospective buyers were likely to engage with product photography. Yet, the dramatic, contemporary models at Axis needed to be seen to fully appreciate them, and still photos would never do justice for these homes.

Our strategy was to leverage existing assets such as drone and lifestyle footage, VIP interviews and gorgeous model photography into fresh, compelling social content designed to resonate with the discerning Axis buyer—and that would position Pardee Homes in the Las Vegas market as the definitive builder of modern homes.

Modern homes called for modern social media tools, strong creative and a thoughtful approach to advertising campaigns built to attract buyers who were most likely to find Axis appealing. We studied what worked and didn’t work with Facebook Live and the Instant Experience ads and crafted a high-performance social media strategy that would provide a better customer experience than what was currently in the competitive market.

Priority objectives were to elevate brand awareness, specifically for Axis, and to drive website traffic through link clicks. Both were accomplished, with the Instant Experience ad (Canvas ad) garnering an average view time of 26 seconds.

It pays to be an early adopter – when you execute well. We delivered great results for our client with Facebook Live and Instant Experience, because the content was engaging and because the algorithm rewards the use of new Facebook or Instagram products and features.