A customer-first pipeline for Melbourne's northern growth corridor

An established, growing community needs a lead strategy aligned to its maturity. Olivine sits in an ever-changing, highly competitive growth corridor, facing shifting market conditions, mounting competition and constant advertising platform change, while monthly lead targets had to hold and the campaign had to serve both the leads of today and the pipeline of tomorrow.

A multi-channel strategy across Facebook, Instagram and Google Ads reflected the property purchase funnel, educating prospects on the project’s benefits, Mirvac’s track record and the location’s amenity. Every lead integrated seamlessly into the Olivine CRM with instant sales alerts, and a profiling questionnaire let the sales team prioritise by intent and readiness to buy.

Content differentiated Olivine from its competitor set, answering ‘Why Olivine?’ and ‘Why Mirvac?’ inside a conversion-driven environment. Segmentation matched content to motivation, an audience with school-aged children, for instance, saw the planned on-site school, while a robust testing framework across audiences, creative and channels kept performance strong as the community matured, feeding insights back into Mirvac’s wider above-the-line strategy.

Through data-driven insights and the integration of offline data back into digital advertising, the campaign has delivered consistent, strong results across changing market conditions, now entering its sixth year of continuous partnership with Mirvac Victoria.