Challenge: Going into the height of housing rental season in March, Apartments.com wanted to run a two-week with the goal of driving SMS opt-ins that will be used throughout the spring to drive traffic to open apartments. To expand their marketing mix, Apartments.com relied on Airpush to help create a winning strategy to meet their goal. Plus, in order to meet the aggressive timeline for Apartments.com, the campaign had to launch within 24 hours.
Solution: Apartments.com tasked Airpush to formulate a campaign that would add new leads for the current season along with targets for future engagement. The target cost per acquisition (CPA) was set at $3.00. Airpush developed a mobile click-to-SMS campaign to drive opt-ins to the Apartments.com database, which would generate opportunities today, as well as add to the numbers of potential clients for future SMS engagement.
Results: The Apartments.com executive team was extremely happy working with the Airpush team, stating that this campaign — which was delivered in less than 24 hours — was the easiest they had ever implemented. In addition to running like a dream, the Airpush campaign outperformed Apartments.com historic campaign results on other mobile ad networks. Total opt-ins from the campaign were 5,453, which when de-duped with Apartments.com’s internal CRM system, turned out to be 86% net-new clients. The click through rate on the confirmation link was a notable 41%, unsubscribe rates were below 1% and more than 2,000 visited to the Apartments.com website, demonstrating the extremely engaged nature of these mobile users. At the end of the campaign, the CPA averaged $2.75, saving 25 cents on each new acquisition and resulting in one of the highest ROIs the company has ever seen. After this stellar performance by Airpush, Apartments.com is planning a new campaign to generate downloads of their upcoming mobile app. Airpush outperformed in every aspect of the planning, execution and delivery of results, proving to Apartments.com that Airpush is the go-to mobile ad network for industry-leading success.