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Leveraging CREDAI Natcon 2024 to Amplify Dorset’s Brand Presence in Sydney

Dorset X Digidarts | Achieved an average frequency of 15 impressions per user across targeted audiences | Dorset X Digidarts | Achieved an average frequency of 15 impressions per user across targeted audiences | Dorset X Digidarts | Achieved an average frequency of 15 impressions per user across targeted audiences |

About the Client

Background

Dorset, a leader in premium home improvement solutions, participated in Natcon 2024, CREDAI's annual flagship event in Sydney, Australia. With a diverse audience of developers, architects, and industry influencers, it was a prime opportunity for Dorset to strengthen its presence and connect with key stakeholders.

Objective

Our goal was clear: drive maximum footfall to Dorset's booth and build substantial brand awareness among the high-value audience in the event.

Challenges

With the event lasting only 3.5 days, targeting the right audience segments amidst a diverse pool of attendees was both crucial and challenging.

Our Approach

We knew that reaching the right people was critical, so we focused on three primary audience segments:

Existing Customers: Engaged individuals already familiar with Dorset’s products, ensuring a direct connection.
Interest-Based Audience: We specifically reached professionals interested in home improvement and real estate, aligning with the event’s audience profile.
Retargeting Engagers: Re-engaged those who had previously interacted with Dorset online, keeping the brand top-of-mind for a more personalized connection.

With the above, we utilized geo-targeting to focus on attendees in Sydney and nearby venues & regions, ensuring we only reached attendees within proximity to the event.

To effectively guide the audience from awareness to engagement, we adopted a tailored creative strategy:

In TOF, engaging video and static creatives were used to generate excitement about Dorset’s booth and drive initial interest. These ads focused on the exclusive opportunity to explore Dorset’s premium products at the event.

In MOF, for already-engaged users, we focused on product-specific creatives that highlighted the superior quality and luxury of Dorset’s offerings, strengthening the brand’s credibility and positioning it as a premium choice.

We began by allocating a higher budget to TOF campaigns on Meta and Google, maximizing reach and awareness.

As the event progressed, we strategically shifted focus to MOF remarketing, ensuring we nurtured interest from the audience who had shown initial engagement.

Throughout the 3.5 days, we consistently monitored key metrics, optimizing ad performance by adjusting bids, placements, and targeting to ensure maximum ROI.

Managing frequency was critical to maintaining engagement without overwhelming our audience. We aimed for a 15x frequency over the 3.5-day period, ensuring Dorset stayed top-of-mind while avoiding ad fatigue.

After the event, we launched retargeting campaigns to continue nurturing leads and build on the momentum created at the event