High-quality case studies on information flow delivery in the automotive industry

It’s the end of the year and it’s the crazy car buying season again. Are your promotion plans ready? Today, Aiqijun has compiled 3 information flow advertising cases in the automotive industry for your reference. Let’s take a look!

Case 1: Volvo

Marketing background: Understand the market before launching, the S60L model is more suitable for men, Shenzhen, license plate, fuel-saving and safety.

Target audience: Mostly business people, and based on the launch time and age of the group, it is positioned at users who purchase luxury cars.

Marketing goals: promote the brand and obtain effective customer information.

Marketing strategy:

1) Data optimization

Test title click-through rate : Analyze based on data information, check the click-through rate and title data 3 days after delivery, add title and time period settings, and optimize delivery data.

Intercept the crowd based on competitor labels and diversify the labels. At the same time, the keywords are consistent with the types of vehicles being launched, targeting precise audiences. In the copywriting , words such as "get a license for free" and "affordable" have a higher click-through rate.

Observe the best delivery time: the title cannot be single, test and retain it. By analyzing the delivery data, compare 7:00-10:00 in the morning and 20:00-24:00 in the evening, it is concluded that the click-through rate is slightly higher in the evening.

2) Targeted strategy

Mainly male, gender settings should be adjusted appropriately, but not fixed; interest tags are concentrated in entertainment, finance and economics, politics and military, automobiles, technology, life and health;

The majority of the respondents are aged between 24 and 40. In this campaign, 64.53% of the respondents are aged between 24 and 30, 25.77% are aged between 31 and 40, and 9.05% are aged between 41 and 50.

Marketing effect:

Exposure volume: 49w+, click volume : 11w, click rate: 2.3%, leads: 250+. The estimated exposure and click overflow is over 100%, and the estimated lead overflow is 67%.

Case 2: Lexus

Marketing background: As a high-tech car, Lexus NX leverages the power of self-media to get close to users, explore technology and content, and bring vitality to brand marketing !

Marketing goals: Get close to users, create hot topics, trigger resonance, and maximize brand influence.

Marketing strategy:

Open up the offline and online links, accurately find the core audience and convey the product concept.

1) Warm-up stage: suspense marketing + outdoor promotion + social media linkage. The combined efforts will quickly increase the overall brand awareness of Lexus among a wide range of users in the short term.

2) Focus on detonation: full live broadcast + multi-dimensional detonation to create geometric fission of the brand. Topic sponsorship and video live broadcast sponsorship achieve full coverage of user behavior paths; official WeChat , Weibo, and H5 create in-depth coverage of social network topics, enhancing user awareness of the brand; and "hard advertising + implantation" work together to deeply convey vehicle model information and attract offline traffic.

3) Continuation stage: All-round and in-depth interpretation: product display + on-site experience + dedicated interpretation, on-site interpretation of product features and advantages, directly achieving sales conversion .

Marketing effect:

1) Number of on-site participants: 1,200 people, total number of views of the Toutiao Creator Conference live broadcast (on the entire network): 1 million+.

2) The total display volume of the opening screen in 3 days was 41.7 million+, the total display volume of the headlines was 60.06 million+, the exposure volume of official new media (Toutiao, Weibo, WeChat) was 5.33 million+, and the total exposure volume was 108 million times.

3) Multiple mainstream live broadcast platforms simultaneously broadcast the video, significantly increasing the exposure of the event.

Case 3: JAC Motors

Marketing background: The content of this promotion is "Year-end Group Buying Meeting", which aims to boost JAC Motors' sales. The feature of the activity is "direct sales from JAC manufacturers, preferential prices".

Marketing objectives:

1) Customer goal: Obtain 100 leads within the required cost, with at least 80 of them showing intent to purchase a car.

2) Optimization goal: The number of leads is more than 160, and 90% of users have the intention to buy a car.

Marketing strategy:

1) Creative optimization

Combine large pictures/picture sets with various types of copywriting tests to screen out the creative ideas that are most likely to filter user intentions. After multiple copywriting tests, it was found that for the same brand, users are most concerned about the specific down payment amount, interest rate, discount amount and locality. People pay less attention to gifts and empty talk, such as manufacturers giving a profit of 10 million yuan.

In copywriting, refine the preferential highlights of the landing page and maintain high relevance. Among the many highlights of the landing page, highlight the highlights that users are most concerned about and make them specific. "Down payment of 3,000" has a stronger filtering effect than "low down payment".

The conversion rate of copywriting that does not reflect highlights is generally poor. Even if the click-through rate is high, good copywriting should try its best to ensure that the click traffic is attracted by specific highlights rather than just joining in the fun or clicking out of curiosity.

2) Delivery rhythm

Create a new plan: delivery method - o cpc bidding, delivery purpose - landing page form (Toutiao website creation), delivery settings - reasonable bid, multiple creative layouts, and landing page highlighting price advantages.

Test: observe the conversion rate of multiple creatives, observe the speed of traffic consumption, observe the time distribution of traffic, and analyze the audience report.

Optimization: Manually pause creatives with high conversion costs. Combined with audience reports, precise targeting. Adjust prices reasonably to balance consumption and costs.

Stability: Reasonable price adjustment to balance consumption and cost.

3) Multi-dimensional orientation

Industry: major domestic automobile brands and related tags: car owners, drivers, car purchases, group purchases, etc.

Age: 18-50 and above. It is estimated that the age of the main car-buying group is between 30 and 50, and the age will be adjusted based on audience analysis in the later stage.

Flow rate: set from 6 o'clock to 24 o'clock. The peak hours are 7:00, 12:00 and 21:00. Maintain delivery inertia during off-peak periods and increase volume during peak periods.

4) Flexible price adjustment

ocpc second phase bidding, balancing consumption and cost. Try to increase consumption within a lower cost range and improve conversion numbers. When more budget is available and less time is left in the day, increase bids to a reasonable range to increase delivery speed while keeping costs down.

When the budget is small and there is more time left, lower the bid to reduce the traffic speed and deliver it more evenly, thereby reducing costs.

Marketing effect:

Through the above series of optimizations, the conversion rate increased by 200% and the conversion cost decreased by 33%.

Summary: The above are three successful cases of information flow in the automotive industry compiled by Aiqijun. Friends in other industries, especially those who are about to have event launches in the near future, can also refer to its analysis ideas and make account-related optimization based on the characteristics of their own audiences.

The author of this article is @ Today’s Headlines Advertising Service Platform and it is compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting!

Product promotion services: APP promotion services Advertising platform Longyou Century