Increasing the Brand Awareness of Grand Nature Residence Real Estate Developer through Facebook Ads

Authors

  • Michelle Gracia Hory Petra Christian University
  • Jusuf Imam Ibrahim Petra Christian University

DOI:

https://doi.org/10.9744/katakita.14.1.57-61

Keywords:

brand awareness, Facebook Ads, real estate, Unique Selling Propositions

Abstract

This thesis addresses the low brand awareness of Grand Nature Residence, a new real estate project in Sidoarjo. Despite using Instagram and TikTok, the company failed to reach its main target, financially capable young adults, due to a mismatch between platform use and audience behavior. Through semi-structured interviews and questionnaires, the research identified key USPs: strategic location and strong investment potential. To solve this, two Facebook Ads tools were developed: an introductory video and an FAQ post, leveraging Facebook’s precise audience targeting. These tools were crafted to convey the USPs using relevant visuals, language, and narrative. This approach enhances message relevance, exposure, and engagement. By aligning message, medium, and audience, the solution is expected to improve brand visibility and increase buyer interest.

References

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Ivanov, S. (2021). Guidelines for analyzing advertising content using qualitative methods. Drukerovskij Vestnik, (6), 36–44. http://doi.org/10.17213/2312-6469-2021-6-36-44

Keller, K. L. (2020). Strategic brand management: Building, measuring, and managing brand equity (5th ed.). Pearson Education.

Statista. (2023). Distribution of Facebook users worldwide as of January 2023, by age and gender. https://www.statista.com/statistics/376128/facebook-global-user-age-distribution/

Wyzowl. (2023). The state of video marketing 2023. https://www.wyzowl.com/video-marketing-statistics/

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Published

2026-03-30

Issue

Vol. 14 No. 1 (2026)

Section

Articles

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