THE CLIENT
Cohabs is a community-centered living solution focused on enhancing the everyday life of its members through well-designed, sustainable shared homes. It emphasizes strong relationships via communal activities, constant improvement in living conditions, and supports sustainability with solar panels and the use of second-hand furniture.
Cohabs offers flexibility with short-term leases, personal attention during the selection process, and strategically chosen neighbourhoods for the houses. Cohabs aims to foster memorable moments and meaningful connections within its diverse community, ensuring a unique
coliving experience.
Cohabs is present both on the European market, in cities like Brussels, Paris, Madrid, and Luxembourg, as well as in the US, in New York City.
THE CHALLENGE
Being part of a special advertising category, Cohabs called upon the expertise of Focus Pocus Media to tackle the headwinds. We were assigned to crafting a comprehensive digital strategy to boost vacancy registrations and to unlock the potential of paid social advertising, as a new source of qualified leads for the business.
Having limited inventory and usage of platform-specific tools (due to belonging to a special advertising category) our team tackled first the targeting. The challenge lied in finding the balance between the ideal customer profile and a broad enough audience to drive performance. Our team identified targeting opportunities that reflected ideal client interests and behaviours.
The local market client behaviour was at the core of our strategy. We identified key differences between the traditional clients and the target audiences and implemented the findings in the campaign targeting.
THE SOLUTION
We have worked in close relationship with the Cohabs team to craft compelling ad copies and a mix of visual assets. This allowed us to maximise testing and identify the best-performing ad combinations.
Together with Cohabs we have A/B tested a mix of more than 30 ad asset and strategy variations.
A retargeting campaign closely followed the initial activation campaign so that we maximised the results on the target audience and drove the results that Cohabs was expecting.
The Results
Operating in a restricted advertising category across multiple European markets and New York City, Focus Pocus Media helped Cohabs unlock paid social as a net new lead generation channel. Through A/B testing 30+ ad asset and strategy variations, the team delivered more qualified leads at a lower cost — both per lead and per thousand impressions — than Cohabs had previously achieved.
Let’s turn your goals into the next success story.