Domain-x-The-Block
Challenge

How do we drive new downloads of the Domain app each week to explore the exclusive property listings?

2021 saw a record year for the property market and Domain understands that for those in the process of buying and selling property, it is one of life's most stressful decisions.

Domain wanted a single-minded approach to this year's The Block partnership, where all integrations focused on delivering a consistent brand message driving app downloads and listing views.

Position Domain as the “Property Experts” by owning those big real estate moments in The Block​

Drive Brand Awareness throughout the season of The Block​

Drive downloads of The Domain App​

Drive listing views to The Block properties​

ChallengeImage
Challenge-RM10-Domain-Open-House-162
Solution

A partnership between Domain, Australia’s home of property, and The Block, Nine’s No.1 rating renovation program, was an ideal way to showcase all the ways the Domain app can help property owners and seekers buy, rent, or sell their home with confidence.

Execution

Domain’s in-program integration was celebrated across the entire Block journey.

With help of Nine, Domain built an integrated partnership using Nine’s full ecosystem.

Domain used a multi-channel approach, involving the digital integration of  each party’s channels, to present bold, engaging integrations for all key property moments throughout The Block’s season.

Nine contributed by building on Domain’s app features which were proven to help contestants and allowed them to create their own exclusive listings. Domain also brought an approachable expertise to important property moments by featuring their in-house property talent.

To make this an even more seamless integration, Nine created bespoke and exclusive content which was housed on Domain’s channels to engage both fans of the show as well as consumers on a property journey.

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Domain-Emily Murren

"2021 was a record breaking year across all metrics, which is no easy feat given this is the seventh year of our sponsorship!

We worked with Nine to re-imagine  our approach and put helping the contestants in their property journey at the heart of our strategy. We helped them create exclusive property listing, shared Domain expert advice, allowing us to showcase the much loved app experience through high impact, integrations which far exceeded our goals.

The sky is the limit for 2022!

Emily Murren, Director Residential Marketing – Domain

Results

The campaign was a huge success, achieving record goals year-on-year.

Domain are committed to working on more innovative ways to integrate their sponsorship for years to come.

118%

increase in listing views​

594%

increase in total app views

60%

increase in article page views​ on Domain.com.au

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