Campaign Orpi

Orpi souhaite générer un trafic qualifié vers son site web afin d’augmenter le nombre d’estimations de biens et la prise de rendez-vous en agence.

Dans un marché immobilier très concurrentiel, l’enjeu est de capter l’attention des propriétaires vendeurs et de les inciter à passer à l’action grâce à un message publicitaire pertinent, contextualisé et adapté à chaque appareil.

Orpi cherche ainsi à :

• Personnaliser la communication au niveau local, pour renforcer la proximité avec le propriétaire.
• Optimiser l’expérience utilisateur selon l’appareil utilisé (desktop vs mobile).
• Déployer un dispositif DCO scalable, géolocalisé et performant à grande échelle.

Orpi wants to generate qualified traffic to its website in order to increase the number of property valuations and appointments made in-store.

In a highly competitive real estate market, the challenge is to capture the attention of property owners and encourage them to take action through relevant, contextualized advertising tailored to each device.

Orpi is therefore seeking to:

• Personalize communication at the local level to strengthen its relationship with property owners.
• Optimize the user experience according to the device used (desktop vs. mobile).
• Deploy a scalable, geolocated, high-performance DCO system on a large scale.

To meet this need, they launched an advertising campaign using DCO (Dynamic Creative Optimization), based on two key drivers: geolocation and multi-platform A/B testing.

Personalization through geolocation

The ads detect each user's location in order to display:

• The name of the nearest Orpi agency,
• A photo of that agency, integrated directly into the banner,
• A hyper-localized message directly related to the user's neighborhood or city.

This personalization reinforces the credibility of the message and immediately creates a sense of proximity.

A/B testing by device (desktop vs. mobile)

To optimize performance, the campaign implements multi-device A/B testing:

• A version dedicated to desktop (laptop) users,
• A version optimized for mobile devices.

This system makes it possible to identify the most effective formats for each device, improve the experience, and adjust media investments accordingly.

Dynamic creations

The banners offer:

• A clear CTA (“Free estimate,” “Make an appointment”),
• Promotion of the local agency,
• Visuals and messages generated dynamically based on location and device.

Each impression thus becomes a unique advertisement, tailored to the user's context.

• 2,800 DCO scenarios combined with 5 formats, generating 14,000 creative variations automatically.
• 1,300 Orpi agencies integrated into the system thanks to geolocation, enabling nationwide personalization.
• Performance optimization through desktop vs. mobile A/B testing.
• Enhanced local relevance and significantly improved engagement.

The campaign enables Orpi to address each user with a hyper-localized message that is relevant and tailored to their device, while maximizing opportunities for estimates and appointments.