The retail arm of this global car manufacturer required a dynamic and fast-paced agency to manage their core PPC accounts across all brands and help bring social, display and video advertising into their online marketing mix, to promote awareness of seasonal sales and new vehicles. We were requested to create and implement a social and display strategy to promote both their 2016 January sale campaigns and the launch of the new 16-plate product range in March around their showroom locations.
We worked with design agencies to create stunning and hard-hitting promotional creatives to deliver key promotional messaging to users upon first sight, then split our approach, treating display ads, YouTube and social as separate entities while still ensuring targeting was synced between the networks.
For display and YouTube campaigns, a range of animated banners and videos were created and advertised across a range of relevant criteria:
- Contextual (keywords associated with vehicle types).
- Interests (users with an affinity towards new and used cars).
- Placements (carefully selected websites and channels where the ads appeared).
- Bid Adjustments (used against demographics to prioritise impressions against our core users).
For social campaigns, a range of complementary creatives was advertised across static image, carousel and video. The target audience was split by demographic and overlaid with interest targeting, as well as taking into account users who already have an affinity with PCR. Furthermore, we implemented custom audience targeting with great effect.