MASTERCLASSING

Zoopla launches data-driven social media campaign featuring personalised videos

Tyrone Stewart


Zoopla, a property search platform, has launched its biggest-ever marketing campaign, utilising data-driven activation on social media to show off the information it has to offer for those seeking a new home.

The ‘Key Metrics’ campaign, created alongside marketing agency Byte, combines more than 327,000 data points to deliver hyper-local, personalised videos to homemovers on Facebook and Instagram. Data includes Zoopla’s property market insights, Ofsted school ratings data, and information from FourSquare identifying local points of interest.

“The more localised, personalised and relevant we can make our content, the more it helps our audiences during their property search,” said Harry Foges, Head of Content at Zoopla. “We’re really excited to launch Key Metrics, marrying our market-leading house price data with Byte’s technical expertise to give people the insight they need on the journey to their next home.”

The automated system – developed by Byte specifically for Zoopla – matches data points to audience priorities, which are determined by Facebook data combined with Zoopla search data.

“We’re incredibly excited to launch this first-to-market dynamic approach with Zoopla,” said Alex Miller, Byte Co-founder. “By intelligently creating personalised videos that appeal to each home seeker’s preferences, and delivering timely useful insights, this project is an example of how innovation can drive campaigns that simultaneously serve marketing imperatives alongside audience need.”