Becoming the largest coworking network in Quebec through digital prospecting
Go from 2 to 12 coworking spaces in less than 3 years
Frédéric Deshaies - PresidentI would like to highlight the contribution of mint. to our rapid growth. Their creativity and commitment have truly taken our advertising strategy to another level. Each campaign has been conducted with remarkable expertise, generating results beyond our expectations. Their ability to understand our market and our needs has allowed us to develop a great collaboration that yields excellent results. We are grateful for this collaboration!
Objectives.
- Boost hedhofis' visibility across various markets to facilitate the opening of new spaces
- Increase the number of qualified leads for collaborative workspace rentals
Challenges
- Restricted advertising category on Meta (real estate).
- Presence of international players in the market with significant advertising budgets, as well as multiple regional players.
- Less familiar space category for established businesses compared to traditional leasing.
- Rise of remote work during and after the pandemic
Our Strategies.
How did we reach the goal?
The power of informative videos
The strategy implemented capitalizes on the innovative concept of coworking spaces in Quebec, the benefits of which are still largely unknown to the audience. Through informative videos with text overlays, we have highlighted the advantages of these spaces to meet the need to raise awareness and educate our audience about the solution offered by Hedhofis.
Our performance content creation team was also tasked with diversifying the type of content created and ensuring a monthly rotation of creatives. Check out our portfolio to learn more about our thumb-stopping ads!
Result :
- Average thumbstop ratio of 17% for videos from July 1, 2022, to July 31, 2023
Personalization & Adaptation - Optimized Targeting and Placements
We adapted our advertising campaigns by customizing the messages based on the unique features of each coworking space. This personalization, driven by an analysis of amenities, customer profiles, and specific concerns of Hedhofis, allowed us to establish a deeper connection with their audience and precisely address their needs. Furthermore, we employed a conversion funnel strategy for contextual ad content, targeting the specific challenges and concerns of potential customers. We fine-tuned our messages according to regional specifics, current trends, and particular situations to maximize the impact of our campaigns.
Result :
- The ads dedicated to the opening of the Lévis branch recorded a click-through rate (CTR) 42% higher than the more general advertisements.
LinkedIn and Email Automation Strategy - Optimal Targeting
We have implemented an automation strategy combining LinkedIn and email marketing to more precisely target the intended businesses. We automated personalized sequences to announce the opening of our new coworking spaces and generate prospects for the sales team. Companies were targeted based on various criteria such as the number of employees, industry, their growth, and more. We also targeted businesses that had chosen a competitor's solution.
Result:
Despite the challenges that a cold prospecting approach can present, we achieved an 80% open rate and response rates exceeding 25%.
The Results.
From July 1, 2022, to July 31, 2023
From July 1, 2022, to July 31, 2023
In one month
