Zephyr Agency delivered a premium marketing campaign for 11 Dickson Terrace, Hamilton, positioning the property as a rare opportunity in one of Brisbane’s most prestigious suburbs. By combining strategic media, digital advertising, content creation, and a bespoke landing page, the campaign increased visibility, engaged qualified buyers, and built momentum ahead of the October auction.
THE CHALLENGE
11 Dickson Terrace, Hamilton, required a high-impact, prestige-led campaign to elevate the property’s profile and drive qualified buyer interest ahead of its scheduled October auction. Situated on a rare 759sqm block atop Hamilton Hill with panoramic city and river views, the property needed to be positioned as a once-in-a-generation landholding within one of Brisbane’s most tightly held enclaves. The challenge was to reach high-net-worth buyers both locally and interstate through aspirational, multichannel storytelling that would generate genuine engagement and buyer urgency.
Our Solution.
Strategy and objectives
What was the specific objective of our engagement?
To orchestrate a comprehensive pre-launch and opening campaign that transformed a physical venue launch into a national brand story. We aimed to position Six-Tricks as a disruptive force in the Australian spirits landscape, leveraging their state-of-the-art facilities to secure must-visit status before the doors even opened.
Our strategic framework focused on three core pillars:
- Exclusive Familiarisation: Curating a VIP and media guest list to experience the brand firsthand, ensuring authentic, high-value social and editorial advocacy.
- Disruptive Positioning: Highlighting the $2M+ investment to signal quality and scale, moving the narrative beyond just another local bar.
- National Syndication: Utilising local interest as a springboard for national trade and news placement to support long-term growth and distribution goals.
What channels and tactics did we employ?
An exclusive VIP pre-launch event; managed RSVP and influencer outreach; and a dual-track earned media strategy targeting both mainstream lifestyle outlets and national industry trade publications.
Implementation Steps
| Key Action | Description | Timeline |
|---|---|---|
| Campaign Planning & Landing Page | Developed campaign concept ‘Put Yourself in the View’, built bespoke landing page with Google Tag Manager and Meta Pixel tracking integration. |
September 2025 |
| Content Creator Engagement | Scoped, briefed, and managed two content creator partnerships: Liz Tilley (Courier-Mail Real Estate Editor) and Rachel Reid (Her Supercar Life) with content shoots at and around the property. |
September – October 2025 |
| Paid Media Campaign | Launched phased Meta advertising strategy across four campaigns: Engagement, Traffic, Leads, and Leads Retargeting. Creative assets developed by Zephyr Agency including the ‘Once in a Generation’ and Her SuperCar Life video ads. |
22 September – 8 October 2025 |
| Earned Media Outreach | Targeted pitching to property, lifestyle and mainstream media including The Courier-Mail, Urban Developer, Brisbane Times, Mansion Australia, AFR Luxury Property, 7 News Brisbane and 9 News Brisbane. |
September – October 2025 |
| Early Conclusion & Post-Sale | Campaign concluded 9 October following pre-auction sale. Earned media opportunities repositioned as post-sale success story to extend momentum. |
October 2025 |
Campaign Overview
The campaign for 11 Dickson Terrace delivered strong results across all channels within a condensed timeframe. Due to the property selling prior to auction, the campaign concluded earlier than planned on 9 October and results below reflect the activity delivered throughout this period. Given the early sale, the focus of this case study is on the influencer and content creator strategy, creative performance, and paid media results, which collectively drove the awareness and buyer engagement that contributed to the successful outcome.
Content Creator Results
Zephyr Agency engaged two content creators with strong reach among high-net-worth and prestige lifestyle audiences. Together, their content generated standout engagement across Instagram and served as the creative foundation for the paid media campaign.
Liz Tilley | Queensland Real Estate Editor, The Courier-Mail
Liz Tilley, Queensland Real Estate Editor for The Courier-Mail and an established property presenter with 24,500 followers was engaged to produce bespoke on-site content for the campaign.
- Instagram Carousel Post: 111,000+ views, 500+ interactions, 16,101 accounts reached.
- Supporting Reel: 3,700+ views, 6 hours of watch time, 50 interactions.
- Liz’s video content was also repurposed directly into the Meta paid advertising campaign, extending its reach and performance beyond the organic channel.
Rachel Reid | Her Supercar Life (112,000 followers)
Rachel Reid, founder of Her Supercar Life, produced a cinematic Instagram Reel and supporting Stories under the concept The Meeting on the Hill which was a narrative-driven, fly-on-the-wall glimpse of a high-stakes property moment that generated significant intrigue among Brisbane’s elite.
- Instagram Reel: 9,400 views, 2,025 interactions, 9+ hours of watch time
- Supporting Stories amplified the narrative with behind-the-scenes content, deepening audience connection
- HerSuperCarLife creative assets were incorporated into the Meta paid advertising campaign, performing strongly as a top-5 ad across the campaign duration
The Results.
Paid Media Results
The Meta advertising campaign ran from 22 September to 8 October 2025, deploying a phased strategy moving from broad awareness through to retargeting. Content creator video assets from both Liz Tilley and Her Supercar Life were integrated directly into the paid campaign, reinforcing the power of influencer creative in a paid environment.
| Metric | Result | Key Detail | Impact |
|---|---|---|---|
| Total Impressions | 422,499 | Facebook & Instagram | Broad reach among high-net-worth audiences across Brisbane, Sydney & Melbourne |
| Total Clicks | 13,624 | Avg. CPC: $0.26 | Cost-efficient, high-intent engagement throughout the campaign |
| Landing Page Views | 6,008 | 87.5% click-to-land rate | Strong conversion from ad click to campaign landing page |
| Top Performing Creative | 'Once in a Generation' | 226,491 impr. | 9,902 clicks | 4.37% CTR | Liz Tilley video repurposed as paid ad - highest performing creative of the campaign |
| HerSuperCarLife Ad | Top 5 performing ad | 22,405 impr. | 1,160 clicks combined | Lifestyle storytelling drove strong CTRs, particularly on Instagram |
| Geographic Reach | Brisbane, Sydney, Melbourne | Majority from Brisbane | Aligned with high-net-worth local and interstate buyer target demographic |
Owned Media
The bespoke campaign landing page xi-hamilton.com.au served as the central hub for all campaign activity. Optimised for both performance and user experience, the page integrated Google Tag Manager and Meta Pixel tracking to enable full campaign visibility. Nearly 60% of all landing page clicks focused on property and map imagery, underscoring the importance of visual storytelling in the prestige property space.
Earned Media
The earned media strategy targeted key property, lifestyle, and mainstream publications locally and nationally, including The Courier-Mail, The Urban Developer, Brisbane Times, Mansion Australia, AFR Luxury Property, Boss Hunting, the Herald Sun, Sydney Morning Herald, 7 News Brisbane and 9 News Brisbane. Online coverage was secured with Village Voice, a local lifestyle publication. While the campaign’s early conclusion limited the full realisation of earned outcomes, several opportunities including The Courier-Mail and 7 News Brisbane remained active and were later repositioned as part of a post-sale success story to extend the campaign’s momentum.
Campaign Summary.
| Outcome | Result | Channel | Notes |
|---|---|---|---|
| Influencer Content Views | 117,400+ | Instagram (Liz Tilley + Rachel Reid) | Combined views across Reels and carousel content |
| Influencer Interactions | 2,575+ | Likes, comments, shares across both creators | |
| Paid Impressions | 422,499 | Meta (Facebook & Instagram) | Delivered over approx. 17 days |
| Paid Clicks | 13,624 | Meta | Avg. CPC $0.26 — strong cost efficiency |
| Landing Page Views | 6,008 | xi-hamilton.com.au | 87.5% click-to-land rate |
| Outcome | Property sold prior to auction | Full campaign | Campaign concluded 9 October 2025 |
Summary of Success
The campaign for 11 Dickson Terrace demonstrated the power of a cohesive, multichannel strategy in the prestige property space. Despite concluding ahead of schedule due to the property’s pre-auction sale, the campaign delivered exceptional influencer-led content, a cost-efficient paid media performance, and strong engagement among high-net-worth audiences across Brisbane, Sydney, and Melbourne. The integration of content creator video assets directly into the paid advertising campaign proved particularly effective with Liz Tilley’s footage becoming the campaign’s top-performing creative. This highlighted the value of authentic, aspirational storytelling in driving genuine buyer interest. The pre-auction sale is the clearest measure of campaign success
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