Client work

Sponda

One of Finland’s largest real estate asset management companies wanted to add more commercial thinking and data-driven practice to its marketing.

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Sponda achieves strong results with strategic digital marketing

Sponda wished to boost the commercial and data-driven side of a marketing mix that already included an in-house team, a PR agency and a brand agency. The company chose SDM to deepen its digital-marketing expertise.

Sponda’s growth strategy rests on four key areas

At the core of Sponda’s marketing strategy is business growth. To reach that overarching goal, the firm has set sub-targets in four areas: strengthening brand perception, sharpening communications, optimising performance marketing and running high-impact campaigns. Together they give Sponda a broad, flexible approach to varied marketing challenges.

About Sponda

Sponda is one of Finland’s leading real-estate investors, specialising in owning, leasing and developing premium office, retail and shopping-centre properties in the nation’s largest cities and growth hubs. The company is known for advancing the sector with new sustainability practices and by encouraging stakeholders to adopt responsible methods.

Co-operation with SDM has been excellent and professional. The same capable team members have stayed from the start, letting us build a strong relationship that drives steady, systematic improvement.

Simo Parviainen

HEAD OF BRAND & MARKETING

Buyer personas and the MVG-MRACE® model create a common foundation

Work began with buyer-persona development: SDM interviewed key Sponda sales and customer leaders, then built detailed personas describing motives, needs and obstacles—and Sponda’s points of differentiation.

The MVG-MRACE® framework then gave a clear system for planning, executing, measuring and continually optimising digital efforts, so every campaign rests on a solid strategy and channels stay aligned.

SDM’s services

Buyer personas Content marketing Google Ads Programmatic ads LinkedIn Ads Meta Ads Web-analytics SEO Visual design

Results

Buyer-persona work
deepened customer insight

Media costs in search & display down 14 %, yet
reach up 110 %

Leads from search & display
up 40 %

Average cost per conversion
down 58 %

Wide channel mix and AI sharpen performance

Sponda uses a broad range of digital and traditional channels—global social platforms, dynamic display in Finnish media and direct channels. The firm also puts AI to work for ad-message ideation, campaign concepts, results analysis and platform optimisation.

Bigger gains at lower cost (Oct 2023 – Mar 2024)

  • Search & display impressions +110 %
  • Search & display clicks +55 %
  • Media spend –14 %
  • Contact leads +40 %
  • Avg. cost per conversion –58 %
  • Social reach +13 %
  • Social CPM –31 %

 

Summary

The strategic partnership between Sponda and SDM shows how a data-driven, consistent approach to digital marketing can generate significant growth cost-effectively.

Sponda and SDM show how a data-driven, consistent digital-marketing approach—grounded in MVG-MRACE®, a rich channel mix and intelligent use of AI—delivers significant, cost-efficient growth. Continuous improvement keeps Sponda at the digital forefront of its industry.

Mika Kyllönen

Key Account Manager, SDM