Automotove

November 26, 2021

Challenge

This well known autos brand aimed to use conversational to promote their new hybrid vehicle launch. With so many new features and benefits to this vehicle it was essential that the campaign showcased these attributes, whilst also standing out against competitors in the increasingly saturated EV market.

As with any new product launch, market research is key, so another priority for this brand was to better understand the features of the new model that users would resonate with the most. ​

Strategy

With the value of insight front of mind for this campaign, we built a decision tree that demanded attention with an opening question asking users to select what is most important to them when looking for a new car. This straight away captivated audiences, where they could then explore through different functionalities of the car, and why this aligned with their biggest priorities.

Including CTA buttons throughout the decision tree was also in driving users down the funnel, enabling audiences to learn more and book a test drive but also the option to continue exploring the car, without leaving the unit.

Results

Using conversational to reach users with the information they would be most receptive to, was the perfect strategy for driving awareness for the EV vehicle launch. This also provided vital insight to the triggers most important when looking for a new car.

Achieving;

  • An initial interaction rate 13% better than campaign target.
  • A CTR that exceeded target by 20%.
  • Crucial audience insight used to fuel the follow up campaign based on how users interacted with the benefits.

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