Case Study
Peugeot
How we generate leads for Peugeot reusing existing
TVC and visuals assets for Digital Ads
Background
Region
Malaysia
Industry
Automobile
Objective
Lead Generation
Platforms
Peugeot, a leading French automotive brand with long sales history in Malaysia engaged Elixus Agency in March 2020 to help increase the number of qualified leads for their new SUV models. However a nationwide Movement Control Order (MCO) was implemented in response to the Covid-19 pandemic on the day campaigns were launched in April, leading all the showrooms to be closed.
The Strategy
Despite the closure of the showroom due to MCO, we took the opportunity to lay a strong foundation of Peugeot branding and awareness among the increasing number of online users who were stuck at home. In order to generate leads while reducing the Cost per Lead, Motionable created various motion videos to integrate them into the full funnel marketing strategy:
1
Dynamic Creative
Optimization
Dynamic Creative Optimization
We articulated multiple ad components (images, videos, titles, descriptions and CTAs) to create dynamic video ads, maximizing results for each impression served. Thanks to personalised creative variations each person viewing the ad received a customized journey.
2
A/B tests at scale
We created several design variations to match the ad angles (branding, generic, promotional) created for AB testing, to find out the best performing ad angle and creative variation with the lowest cost per lead.
3
Bridging the O2O
Experience
Bridging the O2O Experience
We also adapted Peugeot’s existing television commercials, that audiences had already been exposed to through offline channels, to create mobile-first video formats that were utilised as creative content for lead generation and brand awareness campaigns. These reformated TVC’s proved to be one of the best performing ad formats utlised in large part due to the connection that the audiences may have aleady developed offline
Key KPIs.
-54%
Cost Per Lead
+35%
Click Through Rate
-30%
Cost Per Click
Client Testimonial
Motionable created mobile-first ads, within our brand guidelines and adapted it to the different platforms we advertised on, with different angles to A/B-test what resonated most with the audience.
The process was overall very lean between us, our Performance marketing agency Elixus and Motionable team.
Area Manager Malaysia, Singapore, Indonesia - Groupe PSA
Maxime Simoncini
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