Toyota Hybrid – I know why

Our customer Toyota Balkans turned to us to achieve one of the most important goals of the company for 2016 – 100% increase in sales of the company’s range of hybrid cars.

The challenge

We made an in-depth analysis of target users by interests, behavior and triggers (reasons for unlocking behavior on the funnel to sell the service). On this basis we created two detailed buyer persons. And for these “real users” we have prepared a detailed strategy for reaching, engaging and converting.

During our research, we extracted many specific insights and found that people do not know hybrid technology well enough. In fact, they expect a different way to drive the car, they even think the way of charging it is using the net. Therefore, carrying out a campaign presenting the cars themselves as a range would not lead to the achievement of the set goals.

Approach and choice of channels

Based on the insight meetings mentioned above, we also chose the campaign slogan: Toyota hybrid – because I know. Consumers would make a conscious decision to buy a car after learning enough about it and being convinced of the benefits of hybrid technology.

We reached out to users using social media and the Google ecosystem by directing them to the company’s website. They came across a special page presenting the benefits of hybrid technology.

At the next stage, the audience could configure (choose specifics) exactly for the model they want. Then our approach included a very clear goal – to request a test drive.

As soon as we had enough converting target users, we started targeting users with a digital footprint similar to theirs. We also had a remarketing strategy for those who were on the Toyota Balkans website but for one reason or another did not reach the configurator page.

We developed creatives that matched the phase of the user’s path according to the way we consumed the content we presented to them and the propensity to convert by requesting a test drive.

Results

The goals of the campaign were met, providing more than the pre-set 100% increase in sales of the range of hybrid cars. As of October 2016, every seventh new Toyota sold in Bulgaria is a hybrid.

These results are due to the right approach and targeting – the growth of total traffic on the Toyota site was 57.85%, i.e. significantly below the percentage of sales growth. The correct targeting was confirmed by the low bounce rate of the “Because I know” section – only 12.67%. The total number of test drive requests until October 2016 is over 259% on an annual basis.

If this case study with concrete results has intrigued you, you probably want to know more about our approach. We offer you to meet to discuss whether and how your business can be influenced by a well-established digital marketing strategy and well-implemented communication, taking into account your business and marketing goals. When we work together, we will create a concept tailored to your current and future digital assets. And last but not least, we will commit to solid results. We will be committed to the realization of digital assets and advertising and you will receive detailed reports on consumer behavior and advertising communication costs. If you like this approach, you can send us an inquiry through our intuitive inquiry form, in which you choose with a few clicks exactly how we can be useful to you. Then we are on the move.

You can also see the case study in the video we did on the case: