When organic content starts paying for the paid campaigns

As privacy changes and cookie deprecation erode website data, owned social audiences matter more than ever. At Frasers Property's Mambourin community in Victoria, The Garden proved the point: integrating organic content with paid campaigns dropped cost per lead 38.67%.

Client: Frasers Property Australia
Industry: Property
Solutions: Creative & Content
Services: Lead Generation, Social Media Marketing, Content Marketing
Region: Australia

Drop in cost per lead in social media lookalike audiences

38.67%

Increase in conversion rate in social media lookalike audiences

52.25%

The challenge

The campaign faced a two-sided problem: extended periods of slowed lead generation as the campaign matured, and a limited organic brand presence hindering audience engagement and recognition, exactly the owned audience a maturing paid campaign needs to draw on.

Our solution

We fostered genuine collaboration between the paid and organic teams: monthly WIP meetings where insights crossed both ways, profiling data informing content themes tailored for acquisition audiences distinct from existing residents, and top-performing organic assets flowing into paid creative.

On the advertising side, a retargeting audience built on recent social engagement and a lookalike audience mirroring the organic content timeframe put the owned audience to work, with exclusion lists filtering out existing residents to keep the focus on genuinely new leads.

The results

Over the five months following the integrated strategy, cost per lead in social media audiences fell 38.67% and conversion rate rose 52.25%, with clients seeing higher quality leads coming through: proof that quality organic content returns more than it costs.

From the team

Having the option to utilise our organic audiences to benefit our paid channels has been a game-changer. Not only are we seeing a lower cost-per-lead, but most importantly, our clients see a higher quality lead come through. Having a multi-tiered approach to hit all demographics is definitely the way forward.