Over 60% of car buyer journeys linked from online through to vehicle purchase
Increase in click-through rates through activation of dynamic creative strategy
Ability to predict potential car buyers based on behavior with up to 90% accuracy
Increase in conversion rates against high probability audiences
Find a solution to the evergreen problem for the automotive industry: tying online consumer behavior to vehicles sales data.
Automotive brands face a unique set of challenges. A user’s online experience is distinctly separate to what actually 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.
Utilizing Google Marketing Platform (GMP) we could understand what users do onsite, which channel drove them to the site, when they downloaded a brochure, or requested a test drive. However, any analysis was purely restricted to online, where a lead is considered as good as a sale.
We activated our MET-A data framework. Through the discovery phase, we identified that MINI send their customers a post-purchase email. By appending parameters to links in these emails and some advanced configuration in Google Tag Manager and Google Analytics, we identified consumers who had purchased a vehicle. Once we bring the consumer back on site, ID’s can be linked and we are able to understand the research each anonymized customer undertook prior to entering the dealership, as well as which vehicle was purchased.
Using Google Analytics 360, this rich data streamed into Google Big Query daily, allowing us to discover deeper insights. This new series of metrics enabled us to visualize the full consumer journey from beginning to end.
This dynamic creative strategy saw a 22% increase in CTR instantaneously.
We found that customers we predicted had a ‘high’ probability to purchase had purchased cars at a rate of 4.3 times that of other audiences. Seeing the results across real data meant we could accurately validate this model.
MINI is now clearly able to track online to offline conversions for the first time. We can now see the online journeys of over 60% of MINI’s customers, prior to making their purchase decision.
We’ve been able to define new metrics and measures of success for activation and real-time optimization.
“We can now see the online journeys of over 60% of MINI’s customers, prior to making their purchase decision.”Alex McLean, Head of Marketing, Mini
Evaluating the landscape and nationwide recommendations to social distance, we discovered one simple truth remained: the desire for people to feel connected.
How does a 51-year-old brand drive relevancy and sales? Mattel’s answer was the Hot Wheels Legends Tour.
Character - Mix Branding Case Study
For a platform that celebrates creativity and curiosity, Character created an identity system that was just as expressive. It features several components that twist, weave, and blend into someth...
Driving transactions with Mondelez through a digitalised check-out counter experience.
BWM Dentsu: Project Revoice
Activating silent voices with a program to digitally clone ALS patients’ voices so they can keep communicating as themselves even after they can no longer physically speak.
Generating conversion for GhanaPostGPS through early engagement, awareness and measurable customer actions.
dentsu X: Sberbank's Neighbourhoods
Activating empty assets with Sberbank's Neighbourhoods campaign using data-driven digital communication.
Carat: Dis-Moi Elliot
Dis-Moi Elliot (translated as Tell Me, Elliot) was a campaign that aimed to reduce prejudice about autism through an innovative, interactive and experimental website.
Grip: It Takes Balls
Engaging audiences with the the bilingual campaign originated from one key insight: young men generally do not talk to their doctor about their testicular health until it's too late because they...
360i: Change the Picture
The #ChangeThePicture campaign focused on changing the picture of male mental health, featuring an Instagram gallery of 12 men who shared photos of themselves on social media looking like the pi...
Malaria No More: A movement to end malaria
The #MalariaMustDie campaign has been supported by a range of agencies both inside and outside the Dentsu Aegis Network with the end goal being to rally the public support for political action o...
GoalKeepers17: Rallying around Global Goals
As part of Common Ground, all of its members have committed to raise awareness of the SDGs amongst businesses and consumers and to work together, in multi-stakeholder partnerships, to support th...
BC&F Dentsu: Heart Foundation
Everyone thinks they know what a heart attack looks like, but they’re almost always wrong as it’s rarely dramatic at all. This campaign by Barnes, Catmur & Friends in New Zealand drew attent...
Fetch: The Telegraph
Driving loyalty for The Telegraph with targeted app download campaigns and personalised re-engagement.
Driving transactions with Chevrolet through this immersive virtual showroom using spatial computing technology.
Driving conversion by establishing Eurostar as Europe's most-loved travel experience, using market-leading data strategy that would enable us to create real connections effectively.
BWM Dentsu: Qantas
Activating new business in the USA by helping more Americans travel to Australia with Qantas, by giving them a free passport.
360i: New Orleans Tourism
New Orleans Tourism set out to prove it, and to attract visitors to the city, by partnering with Spotify to bring the city's sound to life.
Merkle: Media Organization within a retailer
This leading brand sought to build a media organization with Merkle as their agency partner, with the eventual goal of in-housing the team.
Standing out in a crowded QSR space is tough. For the first time ever, Carat sponsored "Subtember", a key promotional event on Twitch.