Scaling Localised Retailer Marketing & Reducing CPL for FCA.
The Objective
FCA and their media agency RLA wanted to run personalised retailer campaigns, targeting the local catchment areas around the opted-in FCA retailers. The aim was to drive a high volume of cost-effective leads for their opted-in Fiat, Jeep, Abarth & Alfa Romeo retailers.
The Challenge
Typically, running retailer marketing campaigns is a challenging process as it means setting-up hundreds of manual campaigns. If running lead generation campaigns, it also takes a small army to set-up and complete the accompanying lead forms, and is highly prone to human error.
The Solution
The FCA and RLA teams used Driftrock’s Blueprints Technology to store localised retailer data, to then ingest into hundreds of variations of the same Ad. Hundreds of campaigns could then be built in the time it takes to set-up one. The teams also chose to duplicate the accompanying lead forms, to negate the risk of human error, and greatly reduce the time to go live.
The Results
- FCA and RLA decided to incorporate 189 retailer pages across the Fiat, Jeep, Abarth & Alfa Romeo brands.
- The campaigns resulted in a 39.4% reduction in cost per lead, and an increase in lead volume.
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