Building Success for 277 Fifth Ave


Building Success for 277 Fifth Ave

The FieldTest Team · May 1st 2019

We partnered with Disruptive Media Labs to help promote their client 277 Fifth Avenue and its 130 luxury condominiums in New York City. Excited to solve the unique challenges of marketing a luxury property in a competitive New York market, we worked closely with DML to create a range of targeted strategies and cross-channel content that better connected the property to a digital-savvy audience.

We started with a detailed review of all media buying over the prior year, including Google AdWords, major publications, and a calculated range of print and audience targeting. We then created an assortment of custom creative, strategically focused on brokers and five key personas relevant for this NoMad property - including Ultra-High Net Worth investors in both US and International markets. For social, we made strategic platform-based buys to amplify awareness for specific audiences, including an array of Linkedin posts and Instagram stories.

Our creative messaging and imagery emphasized key differentiators for the property, targeting specific buying groups connected to each tier of the building. Penthouse buyers, for instance, saw investor messaging, luxury materials and earned media focused on the unique attributes of the building.

Working with Corcoran Sunshine and the building developers, we were able to track the engagement funnel on their website, broker appointments and sales, and deliver a true CPA for luxury condo sales. We saw results of our targeted efforts within the first quarter, as new local and international clients purchased within the building.

We are now planning with 277 through June of 2019.  

Garrett Griebel