[Automobile] MERCEDES BENZ - VIETNAM STAR AUTOMOBILE

WITH THIS CLIENT, UREKA MEDIA PROMOTED A LOT OF CAMPAIGNS FROM THE START TO COOPERATE (JULY 2018) TILL NOW.
IN THE SCOPE OF THIS ARTICLE, WE ONLY SHARE A CASE STUDY OF 1 CAMPAIGN WITHIN 2 MONTHS. THIS IS JUST 1 CAMPAIGN IN A LOT OF CAMPAIGNS WHICH UREKA MEDIA HAS BEEN & ONGOING FOR VSA (Vietnam Star Automobile)

CAMPAIGN OBJECTIVES:

- Increasing the awareness of users about VSA - the largest auto distributor of Mercedes-Benz in Vietnam.

- Increasing awareness about the best CS (Customer Services) in Vietnam.

- Collect quality & qualified leads to support sales.

EXPECTED KPIs:

- Branding, attracting & interacting with target audiences.

- Get 4,923 quality & qualified leads. Optimize the cost per leads.

TIMELINE:  2 months (form Jul 2018 to Sep 2018)

- Branding campaigns that have been performed before have not achieved the expected results.

-The amount of data collected is too small to make an in-depth analysis of user insights.

- Allocating data and coordinating processing from marketing to sales has not been through.

- So slow in care of data makes the customer experience not good, affecting branding & low conversion rate (leads taken care of & converted about 40% of the number of leads earned).

UREKA MEDIA SOLUTIONS

- Create an IMC Based Digital campaign for branding & data collection, in order to build the best customer experience based on deep understanding.

- Combining implementation of Smart Performance Marketing to attract quality & qualified leads.

- Create processes and use AI, chatbot & LMS (Lead Management Systems) to support the care and distribution of data collected throughout, quickly from marketing to sales (and vice versa).


IDENTIFY, ANALYSIS TO UNDERSTAND OF INSIGHTS

- Understand user behavior based on data collected from online to offline and use DMP to segmentation.

     + The habit of regularly accessing websites about car news, economic and financial news ...

     + There is a need / interest in luxury cars, Mercedes ...

     + Frequent use of email in work, financial transactions ... etc ...

TARGETING & RE-TARGETING BASED USER DATA, AUTOMATION BY TECHNOLOGY

- Use GDN and DSP to display on appropriate websites.

- Re-targeting the users who have demand to buy a car.

- Use Gmail ads as an effective channel to collect leads.

- Building a Youtube channel for users to easily identify VSA as the largest Mercedes distributor in Vietnam.

- Optimize on other channels like Google Search or other channels to collect the maximum number of leads.


ACHIEVED RESULTS:

- THE CAMPAIGN HAS HELPED INCREASING THE BRAND AWARENESS OF VSA IS THE BIGGEST & PRESTIGE MERCEDES-BENZ DISTRIBUTOR IN VIETNAM.

- Minimize workload for the team.

- Shorten data care time. Creating a good experience for buyers: fast, dedicated, thoughtful, respectful care, with no waiting time.


Leads collected: 6,323 qualified leads

Reached to 128% Leads KPI.

The rate of leads being taken care reached nearly 67% 

Some links of campaign:

- Landing page 1: http://landingpage.urekamedia.com/2018/07/vnstar3/
- Landing page 2: 
http://www.dealer.mercedes-benz.com.vn/vietnamstar/dang-ky-lai-thu/

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