Mogilska 31 is a new residential development in Kraków by property developer Warimpex. We’ve been running its communication from day one, even before sales opened. We began with a strategy for an entirely new brand, then took on daily social media content and the Google and Meta Ads campaigns.
The building won’t be ready until 2028, so we’re selling a dream: the location and the lifestyle, shown in renders that we refine and bring to life in Reels. Within six months, 30% of the apartments were sold.
Client: Warimpex (Mogilska 31, a residential development in Kraków)
Channels: Facebook, Instagram, Meta Ads, Google Ads
Period: January–June 2026
A maturing funnel and refined creative let the algorithm target more precisely. May was the best month: the most leads from both channels combined, the cheapest lead in Meta Ads and the highest CTR in Google Ads.
Here’s what six months of daily content and Meta and Google Ads campaigns looked like, with no finished building to show: just renders, the location and construction progress.
Within six months.
In the first 3 months alone.
Gained in 6 months.
From Meta Ads and Google Ads combined, January–June 2026.
A minimalist, architectural key visual: a modular layout with a “cutout” of the building’s form, and the logo and address as constant elements that anchor recognition. The tone of a good Kraków guide: warm and to the point.
The developer, the development, specific apartments and floor plans. Facts that build trust.
A fitness area, a meeting room, concierge, greenery. Real everyday benefits.
Kraków, lifestyle, interiors, seasonal fun facts. The city’s atmosphere and comfort.
Construction stages, #MOG31WBudowie, location infographics, links to the website.
Real-time marketing, education and market data.
Completion is still a long way off, but the apartments are already finding buyers. Facts sell the dream.
We combined emotion and everyday life with the development’s strengths. The posts extend the time people spend with the brand and position Mogilska 31 as a guide to the neighborhood, from places “12 minutes away” through interior design trends to the amenities in the building itself.
We improved the renders where they needed it, adding the right lighting, new framing, storytelling and “life” in the interiors. In each row, the original visualization is on the left and the version after 25wat’s post-production is on the right.
The Reels combine animated visualizations with construction footage, an AI voiceover and carefully chosen music. That gives the visuals a narrative that better captures the character of the place and the lifestyle Mogilska 31 offers.
