Advertiser: BMW Malaysia Brand: BMW Malaysia Creative Agency: - Credits: -
“What is the campaign landing URL?” that has been the school of thought for all digital advertisers, with traffic to site being one of the key metrics agencies are graded on. It is not uncommon to see 0.1% CTRs, 90% bounce rates and sub 10second time spend. How can we drive digital performance with industry statistics like that?
Insight, Strategy and the Idea
We flipped the consumer journey funnel around, moving from a classic Impressions > Clicks > Page Views to Page Views > Clicks > Brand Impression. Through site heat mapping, the agency was able to identify 6 key areas that a potential customer goes to the site for, Product, Pricing, Financial Options, Maintenance, Product Updates and Dealerships. We then brought these key features upfront in all forms of communication, effectively converting all ad impressions into page views.
On Display, we adapted the Dealership Search CTA into banners through location tagging to the 2 nearest dealerships. On Rich Media, we adapted the financial calculator into a sliding banner that informs users of their best models based on their financial status. On social, we used custom audience to identify users that needed car maintenance services. Programmatically, we combined price, features and colors via DCO for personalized communication. We integrated Google Search with Google My Business to address dealerships and using image extensions to highlight the latest offerings. We even integrated the dealer’s search initiatives so that dealers no longer bid against each other, but bid together to overcome competitors. We then revamped the website to have all featured prominently displayed on the home page.
Results and Effectiveness
170.9 million effective new page views, reaching out to 9.6 million users. 20% increase in test drive leads submission and 15% increase in goals triggers (contact us, service appointments, more info). 500% increase in engagement on Facebook and 200% increase in Instagram engagements. Video completion rates improved by 103%. Average time spend on site up to 4 minutes, bounce rate on site reduced to 21.1%. Most importantly, we garnered 13% increase in total vehicle sales YOY.