CPIC Global, UK
Transforming Perception and Driving Investment for CPIC Global,
an award-winning, privately-owned real estate investment firm headquartered in London with offices in New York, Dubai and Karachi.
CPIC Global
Introduction
CPIC (China-Pak Investment Corporation) is a leading real estate and property developer, focusing on investment opportunities within the China-Pakistan Economic Corridor (CPEC), a $62 billion venture. Despite the negative global perception of investing in Pakistan, CPIC aimed to pioneer trustworthiness, transparency, and sincerity in the real estate industry and encourage foreign direct investment (FDI) into the country.
CPIC Global
The Challenge
Improve Global Perception: Change the negative perception of investing in Pakistan through a comprehensive marketing strategy.
Generate High-Quality Leads: Target investors from North America, Europe, Australia, and the Middle East.
Achieve a Positive ROI: Optimize marketing campaigns to achieve an average ROI of 6:1 with a minimum Cost Per Lead (CPL) and Pay-Per-Click (PPC).
Approach - Strategies and Implementation
1. Influencer Campaigns: “Changing Perceptions”
CPIC initiated a mega campaign called “Changing Perceptions,” collaborating with 11 mega celebrities and influencers from around the world. Influencers were taken on captivating trips across Pakistan, showcasing the beauty and potential of the country. This campaign aimed to portray a true and accurate image of Pakistan, successfully changing perceptions and garnering a positive outlook towards potential investors.
2. Promotional Offers and Marketing Incentives
To entice potential investors, CPIC implemented various promotional offers, including favorable payment plans with low down payments and exclusive offers and giveaways like gold bars and free iPhone for the first buyers. These incentives were strategically designed to attract potential investors and create a sense of urgency to invest in CPIC’s projects.
3. Paid Media Campaigns and Optimization
CPIC allocated £20,000 per campaign for paid media advertising, strategically targeting potential investors in North America, Europe, Australia, and the Middle East. The campaigns were optimized to achieve an average ROI of 10:1, while keeping CPL and PPC at a minimum, ensuring a lead quality of 90% or higher.
4. Captivating & Interactive Landing Pages:
Engaging and thoroughly researched landing pages were meticulously crafted to offer an immersive showcase of the diverse investment opportunities available. These informative pages featured countdown timers, adding a sense of urgency and effectively captivating and informing potential investors, encouraging them to delve deeper and express interest.
5. Content Creation and SEO Optimization
A comprehensive content strategy was implemented, focusing on English and Urdu copywriting, blog posts, press releases, and general company content. Content was meticulously created and managed to boost organic traffic by 50% through effective SEO strategies, utilizing tools like Analytics, BuzzSumo, SEMRush, and various scraping tools.
6. Email and SMS Marketing
The marketing database, comprising over 100,000 leads, was effectively targeted using email and Newsletter marketing campaigns. These campaigns were managed via Salesforce Marketing Cloud, ensuring personalized and engaging content to drive lead conversions.
Captivating & Interactive Landing Pages
Engaging and thoroughly researched landing pages were meticulously crafted to offer an immersive showcase of the diverse investment opportunities available. These informative pages featured countdown timers, adding a sense of urgency and effectively captivating and informing potential investors, encouraging them to delve deeper and express interest.
CPIC Property Show
The CPIC Property road shows were a resounding success, drawing a diverse and enthusiastic audience of investors and real estate enthusiasts. The events showcased CPIC’s premier properties, hosted insightful expert panels, and offered unparalleled networking opportunities, leaving attendees inspired and well-informed about the lucrative investment opportunities.
Email and Newsletter Marketing
The marketing database, comprising over 100,000 leads, was effectively targeted using email and Newsletter marketing campaigns. These campaigns were managed via Salesforce Marketing Cloud, ensuring personalized and engaging content to drive lead conversions.
Outcome
CPIC's marketing strategy effectively transformed global perceptions of investing in Pakistan while generating high-quality leads and achieving a substantial ROI. By leveraging influencer campaigns, attractive incentives, and strategic digital marketing, CPIC demonstrated its commitment to promoting transparency and encouraging foreign investment, positioning itself as a market leader in the real estate industry. This case study showcases the ability to drive successful marketing campaigns and achieve business objectives, making the author a valuable asset for prospective hiring opportunities within the real estate sector.
