When consumers want to buy a new car, they don’t think in campaigns. To boost test drives of the Hyundai Tucson, we reached out to potential customers all year long.
This is how we boosted the number of test drives for the Hyundai Tucson by 333%!
With over 7,5 million cars sold in Europe, Hyundai is one of the world's fastest-growing automotive manufacturers. Their SUV range has been a strong growth driver, especially thanks to the Hyundai Tucson. In 2016, the Hyundai Tucson was the most sold SUV in Belgium.
Hyundai’s internal research department came up with a very interesting learning: “8 out of 10 people who made a test drive with the Tucson, also ended up buying it.”
This made our objective quite simple: generate qualitative test drives for the Tucson at a minimal cost per lead.
We changed the way of communicating: Hyundai was used to communicate in waves to large audiences. We proposed a continuous campaign to niche audiences. On various moments throughout the year, prospects start their customer journey. Hyundai should always be there, also in non-campaign periods.
Before we generated traffic to the website, we optimized the conversion rate of the pages together with Buyerminds Brussels. Thanks to a new model page and a trimmed down, more user-friendly test drive form the conversion to a test drive increased by 115%.
Once the pages were optimized, we lead more qualitative traffic to the website. That is why we created 4 segments based on where a prospect was situated in the sales funnel: from prospect to hot lead. Each segment with its own specific messages and call to actions.
By using advanced targeting and retargeting methods, we reached the different segments on Facebook, Instagram, through banners, AdWords and content networks. We created a full online customer journey leading them to a test drive.
The results were quite overwhelming and this for all the KPIs we agreed on before the start of the campaign.
We brought the right people to the website and made them to the right things. We can conclude with the fact that we overachieved our initial goal. The customers were happy with their brand-new Hyundai Tucson, Hyundai was happy with the sales uplift and we were happy with a happy client.
- 333% Number of Tucson test drives went up by 333%
- 115% Conversion rate went up by 115%
- 99% Tucson car configurations went up by 99%