Lead generation for dealers that moves metal
Toyota Australia
The Opportunity
Thanks to their extensive dealer network, Toyota Australia reaches every corner of Australia. The challenge? The marketing of their dealer network wasn’t reflecting the specific buyer personas and lifestyle purchasing factors amongst their dealers varied prime market areas (PMA’s). Toyota needed to deploy social media marketing that incorporated the diversity of their car buyers, and it needed that marketing to increase leads.
The Mission
Toyota needed a Meta ads strategy that it could deploy across their dealer network and generate incremental leads for underperforming models. The ads needed to incorporate buyer demographics and lifestyle interests specific to a dealership’s PMA.
“Your PMA and buying audience is unique — and your Meta ads should be too. Every element of a digital ads strategy can be tailored to your needs.”
The Game Plan
Through pilot programs with carefully selected dealerships in Melbourne and Adelaide, we established that each dealership needed persona-first creative that incorporated the car buyer demographic and lifestyle activity that correlated to each underperforming model. Our designers set to work, crafting 10+ versions of Meta ads for each model — and with leads automated to sync in with dealers lead management systems.
A/B TESTS
Our designers brought Toyota’s detailed market research to life with split testing of model grades, vehicle colours and background imagery that reflected the urban, beach and forest topography of each dealership’s PMA whilst still adhering the Toyota’s strict brand guidelines.
CAMPAIGN OPTIMISATION
Once Meta campaigns exited the learning phase, our campaign optimisation team was able to see which creative was outperforming all others in the test group, manually repositioning media spend to ensure minimal media spend wastage.
The RESULT
Meta campaigns outperformed all previous lead generation ads on the platform, and underperforming models saw sales increases from specific buyer personas targeted for pilot dealers.
DELIVERABLES
Meta ads
Design
Strategy
Lead Automation
CRM Integration
This isn’t the first time!
KGM Case Study
Meta campaigns outperformed all previous lead generation ads on the platform, and underperforming models saw sales increases from specific buyer personas targeted for pilot dealers.
Meta campaigns outperformed all previous lead generation ads on the platform, and underperforming models saw sales increases from specific buyer personas targeted for pilot dealers.
More Projects
Project 01
Description.
Project 02
Description.
Project 04
Description.
Project 03
Description.