Our Work

REINVENTING AUTOMOTIVE PERFORMANCE MARKETING

Mini

The Reality

Automotive brands face a unique set of challenges. A user’s online experience is often distinctly separate to what happens in a dealership. There has been no way for brands to correlate a user’s online research with how that directly influenced the sale of a vehicle. We set out to change that by uncovering new insights to reinvent and transform automotive performance marketing.

Strategy

We applied advanced analytics to match live audience data signals, real-world car sales and post-purchase comms. This new series of metrics enabled us to visualise the full consumer journey from beginning to end. We created a probability score that allowed us to build audiences and targeting strategies based on a customer’s likelihood to purchase. And to give MINI customers a tailored experience, we rebuilt all of MINI’s creative assets into a dynamic feed-based solution.

The Numbers

90%

accuracy in ability to predict potential car buyers based on consumer online engagement

60%

car buyer journeys linked from online through to vehicle purchase

22%

increase in click through rates through activation of dynamic creative strategy

4.3x

increase in conversion rates among high probability audiences