Property app Domain uses TV to drive downloads
It was a case of delivering real results when Australia’s best property app partnered with Australia’s leading real estate reality format.
The challenge
Property app Domain wanted to drive its credibility as an expert to increase app downloads and memberships, core business metrics for the brand.
The execution
Nine worked with Domain to bring the brand’s characters to our screens demonstrating that when it comes to real estate, Domain knows best.
Throughout the 2017 series, Domain National Managing Editor Alice Stolz became part of The Block. She featured alongside presenters Scotty Cam and Shelley Craft as they checked the progress of each renovation, judging the rooms based on the key selling criterion of catering to the needs of the Elsternwick buyer.
Additional Domain experts also got involved in the program including ‘Domain Doctors’, Data Scientist, Dr Nicola Powell and Economist, Dr Andrew Wilson. These experts armed the Blockheads with insights about the Melbourne property market, specifically Elsternwick, to prepare them for the mammoth task ahead. They also attended open houses to help the contestants get the highest reserve for their properties.
"At Domain, we track and measure everything we do and what makes The Block such a strong channel for us is that the activity within the show translated directly to business outcomes. The integration delivered spikes in new app users every time The Block was on."
The results
With The Block reaching 15.75 million Australians across the series, Domain was able to promote its expert suburb knowledge to Australians across the country.
As a result, Domain saw a 43% increase in new app users and 20,000 new members while The Block was on air.