The global automotive industry was valued to be $20.3 billion in 2020 and is projected to grow at a CAGR of 4.8% to reach $25.7 billion by 2025. Considering the massive economic downturn caused by COVID-19, this can be seen as a major recovery for the automotive sector. However, to benefit from this small boom, automotive brands need to come up with out-of-the-box ideas that can help them drive awareness, purchase consideration, and revenues.
With a plethora of marketing avenues available today, automotive companies have no dearth of options to market their brand to their target audience. However, they need to come up with the right strategy to benefit from these marketing channels. Perhaps, a look at these three case studies of automotive brands leveraging Snapchat to meet their marketing goals might act as some inspiration.
1. Fitment Industries
Fitment Industries is a prominent online retailer of car parts, custom wheels, car accessories, tires, and suspension systems.
Their Objective
Fitment Industries wanted to drive brand awareness and maximize its digital marketing campaign to boost its online sales.
Approach & Solution
Fitment Industries used video ads to focus its Snapchat campaign on three main goals i.e., drive brand awareness amongst Snapchat users, increase purchase consideration amongst its target demographic, and repeat conversions along with boosting its online sales.
They installed the Snap Pixel right at the start of the campaign, which played a key role in their campaign’s success. They drove traffic to their site through Snapchat Ads, which helped them use Pixel data to retarget interested customers accurately while employing Snapchat’s goal-based bidding to reach Snapchat users who were most likely to purchase from them.
Also, their strategic and creative messaging proved instrumental in the success of Fitment Industries’ Snapchat campaign. The automotive brand used ad creatives that showcased their impressive products and expansive inventory. They also created custom retargeting audiences by leveraging the data gathered from the Snap Pixel to take interested users through the buyer’s journey. All this while, they communicated key selling points within ad messaging, which helped them convert potential customers by showing off their competitive offerings.
The Result
The Snapchat campaign turned out to be quite rewarding for Fitment Industries. The campaign helped them achieve an 11x return on ad append along with an overall Purchase ROAS of 18.8x.
2. ALJ Toyota
ALJ Toyota was about to launch the 2019 Toyota Corolla Hybrid in KSA and wanted to create some buzz around their car before its launch.
Their Objective
ALJ Toyota sought to amp up the hype around their new car, drive leads to their site, and increase visits to their showrooms to eventually boost their sales.
Approach & Solution
ALJ Toyota wanted to give Snapchat users a virtual experience of their car before they visited the showroom by highlighting the features of the new car. For this, they created a product trial Lens that unveiled the car from all angles. Also, they placed a CTA button that drove users to their site.
Moreover, they ran Story Ads along with Lens to give further information to their audience about their car’s features. The campaign was also extended through Snap Ads, inviting the audience to request quotes on the site.
The Result
The campaign proved quite successful for ALJ Toyota and drove full-funnel metrics. There was a +23pp lift in ad awareness and a +17pp lift in message awareness in males. The campaign drove 73,580 visitors to their site of which 38% were new visitors. Moreover, the campaign generated 1,323 leads, which made up for 53% of all the leads.
3. Dodge
Dodge wanted to drive high-quality leads for each of its three core models i.e., Challenger, Charger, and Durango.
Their Objective
Dodge sought to drive its brand preference and generate high-quality leads for each of its three models.
Approach & Solution
Dodge developed a full-funnel campaign with a gamified Augmented Reality Lens to boost brand awareness. They also launched a video campaign to retarget users to encourage test drives.
While the cost-per-lead (CPL) was highly competitive, the efficiency was coupled with an impressive uplift in brand metrics. Unlike Snapchat, most platforms often fail to offer solutions that deliver against both brand and business KPIs so convincingly.
The Result
Dodge’s Augmented Reality Lens resulted in a +20pp increase in brand awareness along with a +17pp boost in brand favorability. Anyone who played with the AR Lens, along with lookalikes, was retargeted with Snap Ads that encouraged sign-ups for test drives. The campaign also generated more than 1,100 leads at $8.69 per lead.
Wrapping Up
Snapchat has proved that your content doesn’t always have to be evergreen to be engaging. If your content appeals to your target audience, then it single-handedly enhances the chances of a long-lasting engagement. With Snapchat users frequenting the app 18 times a day on an average and spending at least 30 minutes on it, brands across different verticals have a great opportunity to penetrate through a young audience. All you need is quality content and a solid strategy to push it out.