Lead generation for dealers that moved 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.
The Game Plan
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.
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.
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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.
DELIVERABLE
• Meta ads
• Design
• Strategy
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.
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