Currently Viewing: Noor TMG case study

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Talaat Moustafa Group (TMG) Holding is a leading conglomerate with special emphasis on developing integrated communities, including but not limited to mixed-use real estate and hospitality projects across Egypt’s key cities, with a land bank of 53 million square meters. The group has a strong track record of 50 years in the housing and real-estate development industry, having developed over 33 million sqm of land and sold over 90,000 units.

Noor is a smart, eco-friendly city spanning over 5,000 feddans, its well-designed and detailed master plan is the result of a collaborative effort between three top American design firms: SWA, SASKI, Perkins Eastman and BCG, to represent a new model of the twenty-first century’s cities, providing a new level of integrated modern housing, and enhancing a contemporary community lifestyle in a healthy and safe environment, and a new model for sustainable development, being one of the fourth generation cities.


We’ve run several campaigns using the 15 years installment offer as the centrepiece – each time we do, we’re able to learn more about the target audience, what they respond to and how we can drive better results for TMG. ion.
The more data our experts have access to, the better we’re able to optimise our campaigns. The massive improvements we’ve seen in the results from each lead of the NOOR campaign is proof that our methodology drives success. For example, based on our insights from the previous campaign, we tested a change in bidding strategy – optimising towards conversions instead of clicks by using a Facebook pixel on the NOOR landing apge to record the conversions. That change, alongside others made by our social advertising team, allowed us to achieve:
44% reduction in CPA
185% increase in conversion rate

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