Alpine Property Collective, property + interiors marketing.
Alpine Property Collective is an Australian property and interiors brand. 121 Group ran a multi-channel programme across 24 months covering content production, performance media and EDM nurture for a considered-purchase audience.
Alpine Property Collective, a 24-month multi-channel property and interiors programme.
Content ran as a continuous cadence rather than campaign bursts: interiors photography, lifestyle editorial and property-led content, produced to the brand's own aesthetic and at the depth a researching buyer reads.
Performance media covered Meta retargeting, Google Search for high-intent property and interiors keywords, and Pinterest for considered-purchase and occasion-driven discovery, measured against long attribution windows.
EDM ran through Klaviyo and Mailchimp: a newsletter for ongoing presence, occasion-driven sends around property launches and interiors collections, and segment-driven nurture by buyer stage rather than a high-frequency promotional cycle.
A senior strategist held the account so brand, content, paid and email stayed aligned across the buyer journey, with integrated reporting across the channel mix.
Content, paid and email were run as one programme rather than as separate retainers, with brand-aesthetic discipline applied across each channel.
Year on year, conversions rose 44 per cent, from 59 to 85. Cost per conversion fell 59 per cent, from $202 to $83.
Property + interiors, long-cycle, brand-aesthetic-led.
Brand-aesthetic content production
Brand-aesthetic-aligned content production, interiors photography, lifestyle editorial, property-led content cadence, considered-purchase content depth. Property and interiors is a long-cycle category; the marketing job is to keep brand presence active across the buyer's research window.
Meta + Google for considered audiences
Performance media tuned for considered-purchase audiences, Meta retargeting, Google Search for high-intent property + interiors keywords, Pinterest for considered-purchase + occasion-driven discovery. Long attribution windows, considered-purchase metric framing.
Considered-purchase email cadence
Klaviyo / Mailchimp EDM cadence, newsletter for ongoing presence, occasion-driven sends for property launches + interiors collections, segment-driven nurture by buyer-stage. Considered-purchase email cadence, not high-frequency promo cycle.
Brand + content + paid + email aligned
Multi-channel orchestration, brand + content + paid + email aligned across the buyer journey. Senior strategist on the account, brand-aesthetic discipline applied across every channel, integrated reporting across the channel mix.
Property + interiors is a long-cycle, brand-aesthetic business.
Property and interiors buyers research over months, not days. The marketing job is to be the brand they remember when the consideration cycle resolves, not the brand that interrupts them in week one.
That requires an always-on brand-aesthetic content cadence, performance media tuned for considered-purchase windows, and EDM nurture that respects the buyer's research timeline rather than forcing weekly promo cycles.
Alpine Property Collective ran the multi-channel orchestrated programme across 24 months, content + paid + email aligned, brand-aesthetic discipline across every channel, services delivered.
Alpine Property Collective, the mountain lifestyle, sold on location.
What did 121 Group do for Alpine Property Collective?
121 Group ran paid social and email marketing for Alpine Property Collective.
What industry is this construction and property case study in?
Alpine Property Collective operates in construction and property. 121 Group works across nine verticals, with case studies published for each.
Could 121 Group run a programme like this for us?
Yes. A senior strategist can talk through how we approach construction and property marketing, what a comparable programme would cover and how it would be measured, on a thirty minute call.
Property or interiors brand needing long-cycle marketing discipline?
Thirty-minute call. We'll look at your content cadence, your performance media posture, your EDM nurture state, and the brand-aesthetic discipline across the channel mix.