Jaguar:
Optimised Customer Journey
Problem:
Jaguar had recently launched the new F-PACE SUV to the Australian market and were facing very low test drive bookings. A clunky website and customer journey was impacting the brand’s ability to capture leads and convert them into booking a test drive. We needed a solution, fast.
Solution:
Facebook had just launched Lead Generation ads, a new paid media unit that allowed the customer to express interest in a product in just one click. I developed a phased media plan with a small budget of $10,000; designed to test this ad unit and see if it could deliver a simplified customer journey and to generate more test drive bookings for Jaguar. The plan I developed was as follows:
Intrigue: Deliver impactful & thumb-stopping comms to the vehicle’s target audience (ad format: video posts, image galleries)
Inform: Retarget those who engaged with the first phase of ads and deliver them a more detailed and informative content that drove further exploration on the website (ad format: carousels, link posts)
Close: Retarget those who had engaged with the first and second phase of ads with a Lead Gen ad with a “Book a Test Drive in 1 Click” CTA (ad format: lead gen form)
Leads that were captured via this campaign were distributed to their closest dealer, who followed up with a phone call within 24 hours to book the lead in for their test drive. This cut out the clunky website experience and made it more seamless for the customer.
Result:
6 vehicles sold directly from this small test & learn campaign ($10K media budget; delivering $450,000 in vehicle sales for Jaguar)
43% increase in test drive booking conversion rate
