Case Study Contents
A structured monthly case study built from the screenshots and data shared.
- Executive summary and key achievements
- Context, challenge, and reputation management overview
- Brand24 and Mentionlytics sentiment analysis
- Meta social performance across two 90-day phases
- Top-performing content and content format performance
- Paid campaign results, regional performance, and lead generation
- Insights, recommendations and monthly timeline
Reporting Note
Figures are taken from the screenshots and data shared in the conversation. Paid campaign rows reflect visible rows in the screenshots. GBP and PKR campaign data are kept separate and not combined into one spend total.
Executive Summary
Over the 3–6 month reporting period, Gulberg Islamabad maintained significant social visibility across Meta platforms while also conducting structured reputation monitoring and sentiment tracking. The campaign generated 22.0M+ total Meta views across Instagram and Facebook, supported by 19.6M+ ad-driven views and 2.36M+ organic views.
On the reputation side, 1,123 links were identified, 529 actions were taken, 416 links were removed, and 100 items remained in progress. Sentiment monitoring through Brand24 showed 282 total mentions, 111 positive mentions, only 3 negative mentions, and 0 property-related negative mentions.
Context & Challenge
Gulberg Islamabad is positioned as a premium real estate and lifestyle destination. The digital objective was broader than only posting content: the work involved visibility building, reputation monitoring, negative content tracking, sentiment analysis, and paid campaign performance reporting.
| Area | Challenge | Reporting Focus |
|---|---|---|
| Brand visibility | Maintain continuous awareness across Meta platforms. | Views, reach, interactions, content formats and top content. |
| Reputation protection | Track harmful, misleading, copied, or negative content. | Links identified, actions taken, removed links, in-progress items. |
| Sentiment tracking | Separate real brand/property concern from general negativity. | Brand24 and Mentionlytics sentiment breakdown. |
| Paid media | Measure efficiency across regions and campaign objectives. | Results, cost per result, spend, impressions, reach and leads. |
| Content strategy | Understand which themes and formats drive response. | Top-performing creatives, Reels, posts, stories, photos and links. |
Reputation Management Overview
Tracking, categorising and actioning negative or harmful online content. The reputation management workflow focused on identifying, categorizing, and processing content that could affect Gulberg Islamabad's brand perception. A significant portion of the tracked links fell under content theft, identity theft, and negative videos targeting Gulberg Islamabad.
Reputation Management Status
Sentiment Analysis
Brand24 and Mentionlytics social listening results.
| Source | Total Mentions | Positive | Negative | Neutral / Other | Key Finding |
|---|---|---|---|---|---|
| Brand24 | 282 | 111 | 3 | 168 other/unclassified | 0 Gulberg property-related negative mentions. |
| Mentionlytics | 90 | 52 | 21 | 16 neutral + 1 unclassified | Positive sentiment led with 58.4% of sentiment-classified mentions. |
Brand24 showed a particularly strong reputation position: only 3 negative mentions were captured out of 282 total mentions, and none were directly related to Gulberg property concerns. Mentionlytics showed strong visibility with 3.5M total reach and 890.1K unique reach, while positive mentions still led the sentiment mix.
Sentiment Analysis (Mentionlytics)
52 (58.4%) positive · 21 (23.6%) negative · 16 (18.0%) neutral
Social Engagement (Mentionlytics)
461 total · 461 unique · 5.9K with views
358 likes · 19 shares · 84 comments · 183 reactions · 417 | 362 · 4.4K plays
Social Reach (Mentionlytics)
890.1K unique · 3.5M total
Facebook 816.2K · YouTube 5.9K · Instagram 10.6K · TikTok 57.3K
Total Mentions (Mentionlytics)
90 total · 90 unique
82 social from 35 users · 8 web on 1 sites
Meta Social Performance Overview
Instagram + Facebook performance across two 90-day phases.
Meta Views by Platform and Phase
Phase 1 vs Phase 2 Performance
A clean comparison of the two 90-day reporting periods.
| Metric | Phase 1: 6 Jan–6 Apr | Phase 2: 7 Apr–5 Jul | Interpretation |
|---|---|---|---|
| Instagram views | 9,453,874 | 5,773,214 | Phase 1 produced larger scale; Phase 2 sustained visibility. |
| Instagram reach | 1.4M | 1.2M | Reach stayed above 1M in both phases. |
| Instagram interactions | 35.3K | 10.7K | Interactions dropped in the second period. |
| Facebook views | 4,539,260 | 2,231,178 | Lower views in Phase 2, but engagement quality improved. |
| Facebook interactions | 8.7K | 10.3K | Interactions increased despite lower view volume. |
| Facebook watch time | 12d 19h | 14d 2h | Watch time improved in Phase 2. |
Phase 1 Performance
6 Jan 2026 – 6 Apr 2026: the strongest visibility push. Phase 1 established the highest visibility level of the reporting period. Instagram drove the largest share of views, while Facebook added scale through both organic and ad-supported distribution.
Views Breakdown · 6 Jan–6 Apr 2026
| Platform | Total Views | From Organic | From Ads | Additional |
|---|---|---|---|---|
| 9,453,874 (+221.4%) | 502,800 (−1.1%) | 8,951,074 (+267.9%) | Reach 1.4M (+126.6%) · Interactions 35.3K (+115.6%) · FB cross-surface 538,686 views | |
| 4,539,260 (+22%) | 864,474 (−39.9%) | 3,674,786 (+61%) | Viewers 1,113,772 (+38.9%) · 3-second views 67.1K (−30%) · Watch time 12d 19h (−28.4%) |
Phase 2 Performance
7 Apr 2026 – 5 Jul 2026: sustained visibility with stronger Facebook engagement quality. Phase 2 generated lower total view volume than Phase 1, but Facebook quality metrics improved. Facebook 3-second views, content interactions, and watch time all increased, showing stronger audience engagement depth.
Views Breakdown · 7 Apr–5 Jul 2026
| Platform | Total Views | From Organic | From Ads | Additional |
|---|---|---|---|---|
| 5,773,214 (−39.1%) | 264,875 (−47.2%) | 5,508,339 (−38.7%) | Reach 1.2M (−17.2%) · Interactions 10.7K (−69.6%) · FB cross-surface 448,676 views | |
| 2,231,178 (−50.6%) | 735,187 (−14.2%) | 1,495,991 (−59.1%) | Viewers 792,334 (−29.1%) · 3-second views 83.3K (+25.2%) · Watch time 14d 2h (+11.3%) |
Top Performing Content · Phase 1
Content that created the strongest awareness from January to April.
| Platform | Top Content | Views | Likes | Comments | Shares |
|---|---|---|---|---|---|
| ASL Club at Gulberg Islamabad | 5.5M | 3.9K | 38 | 395 | |
| From a bustling daylight hub to a vibrant night destination | 1.6M | 3K | 26 | 169 | |
| Where smart investment meets powerful lifestyle | 181.3K | 331 | 4 | 47 | |
| From the first shovel of earth to a stunning final form | 138K | 522 | 23 | 153 | |
| AMPLIFY isn't just a concert, it's next-level | 108.1K | 428 | 20 | 896 | |
| ASL Club at Gulberg Islamabad | 5.3M | — | — | — | |
| Education truly thrives alongside a premium lifestyle | 2.2M | — | — | — | |
| From a bustling daylight hub to a vibrant night destination | 1.6M | — | — | — |
Creative Insight
The strongest content was lifestyle and community-led. ASL Club was the standout creative, delivering approximately 10.8M combined visible views across Instagram and Facebook.
Top Performing Content · Phase 2
Later-phase content focused on lifestyle, investment confidence, food, and infrastructure.
| Platform | Top Content | Views | Likes | Comments | Shares |
|---|---|---|---|---|---|
| Where luxury meets lifestyle Gulberg | 21.8K | 103 | 6 | 23 | |
| Craving something good? | 19.8K | 106 | 2 | 102 | |
| Discover the top 5 reasons to invest in Gulberg | 19.7K | 84 | 2 | 8 | |
| From prime location to modern infrastructure | 10.7K | 57 | 3 | 6 | |
| Why wait for the perfect moment | 3.6K | 44 | 0 | 8 | |
| ASL Club at Gulberg Islamabad | 5.3M | — | — | — | |
| Education truly thrives alongside a premium lifestyle | 2.2M | — | — | — | |
| ASL Club at Gulberg Islamabad, June post | 310.8K | 1.1K | 13 | 22 | |
| Where smart investment meets powerful lifestyle | 118.2K | — | — | — |
Content Theme Insight
The content mix helped position Gulberg Islamabad as more than a real estate project: it presented the brand as a lifestyle destination with community spaces, education, food, investment value, and modern infrastructure.
Content Format Performance
How publishing volume and content formats evolved across the two phases. The content strategy evolved from pure high-volume publishing toward stronger short-form engagement. In Phase 2, Facebook Reels generated more views and more interactions even though fewer Reels were published.
| Metric | Phase 1 | Phase 2 | Change / Insight |
|---|---|---|---|
| Instagram posts | 142 | 165 | Posting volume increased. |
| Instagram stories | 25 | 10 | Stories reduced in Phase 2. |
| Facebook reels | 40 | 32 | Fewer Reels, but stronger engagement. |
| Facebook photos | 16 | 18 | Photo volume increased slightly. |
| Facebook stories | 0 | 6 | Stories introduced in Phase 2. |
| Facebook Reels views | 530.6K | 673.7K | Reels views improved. |
| Facebook Reels interactions | 4,491 | 7,720 | Reels engagement increased significantly. |
Paid Campaign Performance
Visible Meta Ads Manager results from selected campaigns and ad sets.
Top Paid Campaign Results
| Ad Set / Campaign | Result Type | Results | Cost / Result | Spend | Impressions | Reach |
|---|---|---|---|---|---|---|
| Broad - Pak | Follows or likes | 313,140 | £0.05 | £16,296.47 | 151,881,971 | 17,475,356 |
| Islamabad | Rawalpindi | Instagram profile visits | 147,397 | £0.02 | £2,861.05 | 15,968,769 | 1,859,321 |
| Punjab - Pak | Follows or likes | 124,339 | £0.05 | £5,941.79 | 53,273,747 | 10,428,079 |
| Karachi - Pak | Follows or likes | 66,139 | £0.05 | £3,478.99 | 32,581,904 | 6,297,011 |
| Rawalpindi - Pak | Follows or likes | 25,353 | £0.06 | £1,506.38 | 16,421,973 | 2,980,694 |
| Islamabad 50 KM | Follows or likes | 25,032 | £0.09 | £2,246.54 | 15,899,620 | 4,832,918 |
Additional Visible Paid Campaign Rows
| Ad Set / Campaign | Result Type | Results | Cost / Result | Spend | Impressions | Reach |
|---|---|---|---|---|---|---|
| Rawalpindi - Pak | Follows or likes | 1,551 | £0.06 | £94.26 | 977,418 | 563,205 |
| Karachi - Pak | Follows or likes | 2,047 | £0.06 | £118.98 | 1,173,039 | 808,294 |
Lead Generation Campaigns
Visible lead form performance in PKR campaign screenshots.
Lead Generation by City
| Campaign | Leads | Cost / Lead | Spend | Impressions | Reach |
|---|---|---|---|---|---|
| Islamabad Lead Camp | 133 | Rs160.38 | Rs21,330.97 | 111,049 | 52,461 |
| Karachi Leads Campaign | 118 | Rs166.48 | Rs19,644.07 | 84,773 | 39,739 |
| Lahore Lead Camp | 63 | Rs319.46 | Rs20,125.71 | 69,701 | 39,661 |
| Rawalpindi Leads Campaign | 32 | Rs250.50 | Rs8,015.92 | 31,320 | 21,667 |
| Abbottabad Leads Campaign | 23 | Rs273.08 | Rs6,280.88 | 23,012 | 16,028 |
| Peshawar Leads Campaign | 20 | Rs338.59 | Rs6,771.84 | 36,806 | 22,779 |
| Swat Leads Campaign | 12 | Rs508.40 | Rs6,100.81 | 38,711 | 21,169 |
| Quetta Leads Campaign | 11 | Rs630.18 | Rs6,931.96 | 37,937 | 18,282 |
Lead Generation Insight
Islamabad and Karachi were the strongest lead markets, contributing 251 leads together. Islamabad also delivered the most efficient CPL among the visible lead campaigns. The visible PKR campaign rows also include CBO - Gulberg Greens Instagram Followers: 3,603 Instagram profile visits at Rs10.67 per result (Rs38,453.49 spend, 399,657 impressions, 267,031 reach).
Strategic Insights
What worked best and where optimization can improve future monthly performance.
| What Worked Best | Evidence / Reason |
|---|---|
| Paid distribution at scale | 19.6M+ ad-driven views and 309.9M visible campaign impressions. |
| Lifestyle and community storytelling | ASL Club and education/lifestyle content delivered the strongest visible content results. |
| Facebook Reels engagement | Reels interactions increased from 4,491 to 7,720 in Phase 2. |
| Regional audience targeting | Broad Pakistan, Punjab, Islamabad/Rawalpindi, Karachi and city lead campaigns created measurable results. |
| Reputation monitoring discipline | 1,123 links identified and 416 removed, with ongoing in-progress action. |
Improvement Opportunities
Recommended actions for stronger monthly performance going forward.
| Improvement Area | Recommended Action |
|---|---|
| Reduce reliance on paid views | Build more repeatable organic formats: testimonials, FAQs, project updates, founder/community stories, and saveable carousels. |
| Improve Instagram engagement quality | Use stronger questions, polls, carousel storytelling, comment prompts, and community-driven posts. |
| Scale efficient lead locations | Prioritize Islamabad and Karachi, then test Rawalpindi and Lahore with improved creative and landing/form experience. |
| Categorize negative mentions more deeply | Separate property-related negatives from unrelated criticism, fake identity, content theft, and general social sentiment. |
| Create monthly dashboards | Track month-on-month views, reach, engagement, sentiment, removed links, and in-progress actions. |
Monthly Timeline of Results
A concise 6-month journey from visibility push to reporting consolidation.
| Month / Phase | Focus | Key Result / Progress |
|---|---|---|
| Month 1 | Setup, monitoring and visibility push | Campaign tracking, sentiment monitoring and content visibility reporting started. |
| Month 2 | Top creatives emerge | Lifestyle, education and ASL Club content became major visibility drivers. |
| Month 3 | Peak awareness phase | Instagram reached 9.45M views; Facebook reached 4.53M views in the Jan–Apr phase. |
| Month 4 | Reputation processing | Negative links, identity theft, content theft and harmful videos were categorized and processed. |
| Month 5 | Sustained social presence | Apr–Jul phase delivered 5.77M Instagram views and 2.23M Facebook views. |
| Month 6 | Reporting and optimization | Data consolidated into a monthly case study covering social, paid, sentiment and reputation metrics. |
Final Summary
Gulberg Islamabad strengthened its digital presence through 22.0M+ Meta views, 764K+ visible paid campaign results, 412 visible leads, and active reputation management that resulted in 416 removed links and 0 property-related negative mentions on Brand24.