CASE STUDY MERCEDES
Mercedes Weeds Out Aspirants and Focuses on In-Market Buyers
Luxury automobiles often waste considerable media on aspirants who don’t have the means to buy. With personalized ads and a test-as-you-go approach, Clinch was able to improve the quality of leads.
CASE STUDY Mercedes
Mercedes Weeds Out Aspirants and Focuses on In-Market Buyers
Luxury automobiles often waste considerable media on aspirants who don’t have the means to buy. With personalized ads and a test-as-you-go approach, Clinch was able to improve the quality of leads.
Challenge
Daimler Financial Services (DFSI) wanted to advertise Mercedes-Benz Finanical’s Star Agility+, an innovative ownership plan for potential buyers of Mercedes Benz cars that offers flexibility, convenience, and peace of mind. Daimler had a target audience in mind, but they had never used personalized social media ads as a tool to reach this audience. Luxury automakers often have a challenge culling truly qualified buyers from the pool of people who just love the cars. DFSI understood that if they could personalize the Facebook video ad experience and target it to consumers, based on lookalike audiences, vehicle type, and specific household, they would have a greater return on ad spend and increase of sales/conversion rate.
Solution
Clinch prepared multiple versions of ad creative, mixing and matching elements from car models and features to promotional messages and calls to action. Clinch’s technology allowed DFSI to only target audiences that were in the market for a luxury vehicle and then personalize the creative for each individual. Clinch was able to A/B test multiple messages and vehicle types, to determine which elements were most appealing to which audiences with common attributes, with the technology optimizing the ad experience based on its learnings and increasing engagement with their core consumers on social media.
Results
Every campaign either proves or disproves a hypothesis. In this case, all KPI’s were affected positively by the change to personalized creative. Particularly noteworthy was the increase in callbacks. Callbacks is an auto industry term for people who have raised their hand as a lead and then respond to being contacted by a salesperson. The increase of 41% over non-personalized ads is the key indicator that the quality of leads generated by the campaign was significantly higher than prior efforts.
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