This was internal to outsourced function. K. Hovnanian Homes didn’t feel like they would have the time or expertise in-house to execute it on scale across all of their communities in the U.S. So they partnered with Stripes to drive lead generations into new communities.
Stripes worked with the K. Hovnanian development team on a deep integration of a Facebook pixel into a website, in order to fire events on different lead sources such as appointment setting, driving directions, click-to-call, and chat. This enabled us to build custom and lookalike audiences based on lead type.
This was particularly valuable to know, as some lead sources led to more downstream conversions. Through testing, we learned that our lookalike audiences outperformed third-party in-market segments that were onboarded through Oracle Data Cloud. Stripes also leveraged Facebook Analytics to gain more clarity into the customer journey—from initial web visit to inquiry.
KHovanian’s primary focus was developing a highly effective media strategy. So to create efficiencies, we leveraged an existing suite of client assets to create an array of social ad units that strictly adhered to their established brand guidelines. We leveraged diverse ad units, including carousel, video, and link ads.