Expanding Strike's free real estate model into London

Using cohort analysis, T&Pm identified key customer segments and their corresponding locations, creating a targeted "Strike donut" around outer London. Addressable media across seven channels delivered geo-localized messaging, tailoring ads to specific neighborhoods.

This "Unmissable" campaign, with its unique impact measurement system, drove significant brand awareness, market share growth, and a substantial increase in listings within the targeted London districts. The success of the Strike proposition ultimately led to the acquisition of Purplebricks, with Strike now operating under the Purplebricks brand.

Expanding Strike's free real estate model into London presented significant hurdles. The market's diversity, with affluent areas potentially less receptive to the free proposition, required a nuanced approach. Fragmented media consumption, with Londoners favoring on-the-go and catch-up channels, demanded a targeted strategy. Reaching the right audience with the right message in a saturated market was crucial for success.

T&Pm leveraged Strike's regional customer data, mapping it against Experian Mosaic segments to identify high-potential areas in London. This formed the "Strike donut," a ring around outer London. A multi-channel addressable media approach across seven platforms allowed for hyper-localized messaging. Dynamic creative optimization (DCO) ensured ads were tailored to each specific location, maximizing relevance. An "Unmissable Impact" metric, weighting different channels based on effectiveness, optimized budget allocation and frequency within the target districts.

The targeted, data-driven campaign achieved impressive results. Prompted brand awareness increased by 15%, and market share grew by 5%, positioning Strike as the second largest estate agent by listings in the UK. Total listings saw a 167% uplift, with a remarkable 600% increase in listings within the targeted "In" London districts compared to areas outside the donut. This success culminated in Strike's acquisition of Purplebricks, with the Strike proposition now operating under the Purplebricks brand.