Make people SEE and REMEMBER the brand
Get people to UNDERSTAND and
WANT the brand
Change people's BEHAVIOR and
get them to CONVERT
Take care of people to CONVERT OFTEN and
ADVOCATE the brand
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)
- 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.
- 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.
- 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.
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/