Social Boost

Pivoting into the next-gen of retail merchandising

Service design

Product innovation

Social media targeting

Deep-dive available

2022-24

CLIENT

Design Intoto

INDUSTRY

Retail merchandise, QSR

ROLE

Product Design Lead

PROJECT TYPE

Innovation, design, development

Context

Social Boost originally launched in 2016 as a social media advertising product for homeowners to promote their homes for sale on Facebook.

 

These campaigns helped drive attention and engagement for listings and often had positive impacts on sale prices and the time taken to sell.

ChallengeS

A NEW GENERATION OF HOMEOWNERS

By 2021 the Australian real estate social media landscape had evolved with the emergence of a new generation of homeowners, smarter targeting tools and an influx of digital solutions that catered to agents, agencies and homeowners.

 

under developed product trailing competition

Despite initial momentum, Social Boost had experienced little innovation or development since its release leaving it inefficient, reliant on manual processes and still using out-of-the-box campaign targeting.

Opportunity

A NEW GENERATION OF HOMEOWNERS

By 2021 the Australian real estate social media landscape had evolved with the emergence of a new generation of homeowners, smarter targeting tools and an influx of digital solutions that catered to agents, agencies and homeowners.

 

under developed product trailing competition

Despite initial momentum, Social Boost had experienced little innovation or development since its release leaving it inefficient, reliant on manual processes and still using out-of-the-box campaign targeting.

Outcomes

Exceeded FY22 targets

+112% of our initial FY22 revenue targets

+80% attachment rate on month of the relaunch

Tripled FY23 targets

$7m revenue (tripling previous year’s result)

70% campaigns launched via All Listings contract

Established market leader

Increased ROI of ad spend by +120%

Increased backend efficiency by +80%

Increased Link Clicks performance by +111%

Increased Impressions by +156%

Deliverables

01 Existing IP audit and mapping

02 Market analysis and competitor segmentation

03 Strategic alignment between leadership

04 CVP exploration and selection

05 Existing UX audit and draft UX architecture

06 Prototype snapshot for demo experiences

07 Platform Overview and Document Repository

Project overviews are intended to provide a snapshot of the work. Deep dives covering process, trade-offs and decision-making are available but require a bit more discretion. If you’re interested in seeing more, let’s set up a call and go through the detail together.

0499 384 622 / design@paulhajj.com

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Social Boost

Combining Domain’s data and Meta’s reach to better connect vendors with high-intent home seekers

Service design

Product innovation

Social media targeting

Deep-dive available

2022-24

CLIENT

Domain

INDUSTRY

Prop Tech, Social Media Ads

ROLE

Product Design Lead

PROJECT TYPE

Innovation, design, development

Context

Social Boost originally launched in 2016 as a social media advertising product for homeowners to promote their homes for sale on Facebook.

 

These campaigns helped drive attention and engagement for listings and often had positive impacts on sale prices and the time taken to sell.

ChallengeS

A NEW GENERATION OF HOMEOWNERS

By 2021 the Australian real estate social media landscape had evolved with the emergence of a new generation of homeowners, smarter targeting tools and an influx of digital solutions that catered to agents, agencies and homeowners.

 

under developed product trailing competition

Despite initial momentum, Social Boost had experienced little innovation or development since its release leaving it inefficient, reliant on manual processes and still using out-of-the-box campaign targeting.

Opportunity

BUILD ADVOCACY WITH ELT

Before leadership were willing to ramp up investment in further developing Social Boost, the team needed to demonstrate real value and growth potential across a series of stage gates and targets.

 

under developed product trailing competition

The opportunity was to modernise campaign performance and CX to match (and exceed) market trends, capture a larger share of the real estate social media advertising market and establish Social Boost as a reliable revenue stream for Domain.

Outcomes

Exceeded FY22 targets

+112% of our initial FY22 revenue targets

+80% attachment rate on month of the relaunch

Tripled FY23 targets

$7m revenue (tripling previous year’s result)

70% campaigns launched via All Listings contract

Established market leader

Increased ROI of ad spend by +120%

Increased backend efficiency by +80%

Increased Link Clicks performance by +111%

Increased Impressions by +156%

Deliverables

After exceeding FY22 targets, we spent the next 2 years leveraging our commercial traction and user insights to strengthen the core product and double down on our UVP

 

01 Machine Learning recommender model

02 New campaign reporting & insights

03 New ad formats and placements

04 New product tiers with API integration

05 Automated backend Salesforce processes

06 New tiered pricing model

Project overviews are intended to provide a snapshot of the work. Deep dives covering process, trade-offs and decision-making are available but require a bit more discretion. If you’re interested in seeing more, let’s set up a call and go through the detail together.

0499 384 622 / design@paulhajj.com

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