The prominent luxury car brand wanted to prepare for the launch of its latest model BMW X3 in Oman. We collaborated with them with highly targeted campaigning producing results that surpassed the budget limitations.
Client | BMW Oman |
|---|---|
Services | Pay Per Click. |
Performance Growth | 1.5X Growth in CTR. |
The Challenge
BMW Oman, a prominent name among luxury vehicles, connected with us to prepare for the launch of their latest model, BMW X3, in Oman. They required us to drive 3 Million impressions and procure at least 500 leads in order to ensure a promising start.
The target audience included individuals who currently owned luxury vehicles of other competing brands, especially those who might be planning to upgrade their current vehicle. It also included individuals who were in the market looking for luxury sedans. The target audience was narrowed down to English and Arabic language speaking population.
Results
Even with a limited budget, we were able to exceed our campaign goals of 3 Million impressions and more than 500 leads. A Click-Through-Rate (CTR) of 0.71% was achieved, which was the highest the company ever had so far in its marketing campaigns. We were able to produce 1.5 times more growth in CTR for the company
Our Proud Numbers
How We Did It
We focused on one channel – Google Display Ads – for this project. Our forte being performance marketing and demand generation, having a solid database from previous campaigns gives us a good place to start from.
Our ad campaigning had to follow norms set by BMW in terms of creatives. We made HTML banners with Arabic as well as English content since our target audience included both language speakers. We requested the company to provide data of customers that we were able to convert from online leads in the preceding campaigns.
We did a strong audience profiling, monitored them on social media and discovered their interests in car brands, automotive-blogs etc. Our target profile was created based on that.
A thorough persona-building exercise was done using the information garnered through audience profiling. The well-curated targeting reduced wastage immensely.
We also sought out data of individuals who are highly likely to buy a BMW X3. This group included two kinds of audience – consumers who might be interested in upgrading their existing vehicles and people who already owned luxury cars and would be inclined to buy another one.
We carried out daily monitoring to gauge the performance which outdid the available budget, with impressions exceeding 3 million and leads surpassing 500 in numbers resulting in an overall growth of 1.5x times in the company’s CTR.
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