yahoo! dr builds mass awareness for kia motors’
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020 7131 1000 [email protected] advertising.yahoo.co.uk
Yahoo! DR builds mass awareness for Kia Motors’ Sportage range
The Challenge
Running Kia’s Direct Response campaign provided valuable information on the best performing data and audience segments, the most successful creative formats, and key sites. This data was essential to getting Kia’s campaign off to a good start. The challenge was to use previous knowledge in order to develop a scalable, high performance campaign that stimulated interest for the Kia Motors brand, promoted the Sportage model and utilised the budget in an efficient and sustainable way. This would be measured against the client’s CPA targets, based on the
volume of brochure requests and dealer searches made by users via the Kia website.
Leading car manufacturer, Kia Motors ran a Direct Response initiative with Yahoo! across the DR Network. For the new campaign, Kia tasked Yahoo! with promoting it’s SUV ‘Sportage’ and building awareness of the Kia Motors brand with a focus on the client’s competitive warranty rate.
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020 7131 1000 [email protected] advertising.yahoo.co.uk
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The Solution
While applying insights gained from past initiatives formed part of the strategy, Yahoo! analysts expanded the reach of the campaign by targeting additional data and audience segments and trialling new publishers on the Yahoo! Network. The solution combined a mix of 3rd Party Data and Yahoo!’s Proprietary Data.
Network Re-targeting was an essential tool for maximising campaign performance by allowing Yahoo! to understand the users who clicked on Kia ads and serve them messages in customised formats. Re-targeting via Retargeting Pixels placed in key locations on the site enabled conversions tracking, keeping the conversation going after customers left the site.
The Results
Against the key goal of driving dealer enquiries via their website, Kia’s Yahoo! DR campaign saw the CPA rate drop by 35.2% below their initial target. Against the second goal of generating brochure requests, the campaign achieved a similarly strong improvement on target of 32.3%.The campaign produced a significant Click Through Rate (CTR) of 0.15% and achieved a high volume of conversions.
Campaign Learnings
The Yahoo! Direct Response Network is comprised of many different behavioral categories such as Finance and Entertainment. Monitoring the performance of the Kia Motors campaign uncovered the strongest performing segments for the client: Auto, Finance, Retail and Travel.
Other interesting patterns observed were the highest CTR rate was generated within the 35+ age group with males being more likely to click on Kia ads:
With Kia Sportage’s main target audience being males in this age segment, the campaign successfully reached the relevant audience.
These findings enabled Yahoo! analysts to better optimise towards the most profitable segments and rapidly expand the campaign for Kia.
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