Brand
BMW X1
Industry
Services
Performance-marketing
Objective
Receive applications for BMW X1 Series test drives, while maintaining a constant cost-per-purchase (CPA).
Tasks
- Development of a comprehensive media promotion strategy using innovative walled gardens tools.
- Install and configure an analytical system for all promotion channels.
- Evaluate and optimize media separation to achieve campaign goals.
What we did
- We started the project with a detailed briefing, where the client and I identified the main goals, key performance indicators (KPIs), and the target audience of the campaign.
Then we conducted an in-depth analysis of the market and target audience, which allowed us to develop a customized solution.
We used comprehensive tools, including social media advertising (SM), contextual advertising on Google, digital PR (via the Reach Media and Fullscreen platforms), and remarketing to attract users who are already interested in the product.
- During the implementation phase, we also installed an analytical system for each channel. During the campaign, we evaluated the effectiveness of the tools on a daily basis and provided the client with interim reports with recommendations for optimization. This allowed us to quickly adapt our strategy and improve our performance in real time.
Designing for BMW was a very interesting challenge for us. We used a multi-level approach to media strategy and monitored the performance of each channel on a daily basis. Thanks to a personalized strategy and careful performance monitoring, the BMW X1 advertising campaign not only achieved its goals, but also exceeded the planned indicators, which allowed the client to receive a significant number of requests for test drives with minimal costs.
Results
- Reduced CPC by 14% compared to the planned figures, which allowed us to increase the overall reach of the campaign.
- Reduced CPA by 52% compared to the planned level, which significantly saved the client’s budget.
- 83% of conversions were obtained by filling out the application form for test drives, which indicates that the landing page is highly effective.
- Phone calls accounted for 17% of conversions, which gave the campaign additional flexibility in how it interacts with customers.
- More than 50% of all conversions were achieved through the use of FullScreens and Rich Media formats, which confirmed their high efficiency in promoting a premium product.
-14%
— We will be happy to share with you our experiences from successful campaigns and talk about innovative products from Google, Meta and TikTok.
Lukasz Wieszczynski
Business Development Manager
Our team is ready to help you at every stage - from strategy to implementation. Fill out the form or call us and we will propose the best solutions for your business.
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BMW X1
Increase in the number of applications for BMW X1 test drives
Reduced CPA by 52% and increased number of applications for BMW X1 test drives
BMW has contacted us to receive applications for test drives for the BMW X1 series. We developed a media strategy and achieved a low fixed cost CPA.