THE CHALLENGE CitroĂŤn needed an awareness campaign for the launch of CitroĂŤn C4 Cactus, paralleled with a promotional time-sensitive campaign to generate test drive requests. The new model featured a funky and instantly recognisable design at a reasonable price. The marketing message and creatives needed to communicate this to a broad, yet targeted audience in Bulgaria. Regionally-specific audience insight and reach were essential.
THE SOLUTION Creatives: designing the creatives was a collaborative process, closely co-ordinated with the French team at CitroĂŤn. The cheerful design further spiced up by its instantly identifiable Airbumps on both sides allowed for a more lighthearted approach. The campaign was planned to coincide with the release of The Angry Birds Movie and to incorporate elements from the movie. Targeting: started off with relatively broad targeting criteria. Campaign performance is in many cases situational, and not being pigeonholed into a narrow audience enabled us to extend our reach and identify new potentially lucrative segments. Combined algorithmic and human analytical input helped identify which audiences were most receptive and under what circumstances. 1
more solutions‌ Multi-channel traffic acquisition: streamlined media buying across 19 networks and exchanges allowed us to optimise the bidding process and reach target audiences at more affordable rates.
Data and analytics: the campaign accumulated vast amounts of data. We leveraged this data to objectively analyse marketing effectiveness across audience segments, ad formats, and devices. What we found was this:
Traction on mobile: with a CTR 62.5% higher than on desktop, engagement on mobile was evidently more prominent. Tablets performed even stronger, reaching a CTR of 0.24%, triple that on desktop. Partly due to the fact that conversions in this particular case were in the form of test drive requests rather than sales, marketing efforts on mobile yielded greater results. Consequently, mobile moved from initially playing a peripheral part of a cross-screen campaign strategy to a key vehicle for driving brand engagement.
Traffic allocation: split ratio of 3:1 men to women, as men typically convert better than women in the auto segment.
Dayparting: analysing how engagement varied throughout the 24-hour cycle indicated stronger potential around midnight and between 10 a.m. - 11 a.m. More traffic was allocated to these time slots, reaching audiences at their most receptive moments.
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THE RESULTS The playful creatives and the strategic allocation of traffic contributed to doubling the average CTR for the auto segment in the specific target market. Utilising multiple programmatic media sources enabled us to outperform our preliminary estimates and deliver 143% more impressions for the same budget. A prospect pool was generated containing the full contact details, including name, address, email address, and telephone number. This allowed each consumer to be contacted and tracked through the sales process.
OUTPERFORMED WITH
143%
This campaign was followed by three equally eective campaigns and plans are being made for future collaboration in August.
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