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Driving Consideration for a Major Tire Manufacturer

Major Tire Manufacturer*

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The Challenge

Drive consideration and conversions for a winter tire line utilizing targeted audiences in select states across the US.

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The Strategy

For this campaign, we implement two campaign strategies: one to focus on consideration and one on conversions. For the consideration portion, we used a programmatic media mix of OLV, CTV, and cross-channel display to drive high-level awareness. The addition of social as a conversion generator proved successful, driving a 2.15x ROAS.

 

The Media Mix focused on digital was implemented to drive awareness of the tire line and traffic to the site. The mix included programmatic video, connected TV, display and social, along with a conversion campaign on social that was implemented using incremental dollars to drive purchases.

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Media Performance Results

All channels exceeded benchmarks, with Display achieving a CTR 176% higher than the benchmark, which was achieved through targeted audience segments and engaging creative.

Media Performance Results

2.15x

Facebook ROAS

.12%

Display CTR

98.40%

CTR VCR

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Results

With the addition of the Facebook Conversion Campaign in Week 8, purchases dramatically increased along with ROAS

Results

15 Million

Impressions

731

Purchases

4.5 Million

Completed Video Views

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Targeted States

Targeted States

Our strategy for selecting the targeted states was based on a sales evaluation exercise we conducted when crafting our plan. Looking at the average 2019 sales and population of each state, by month to understand which states were most likely to drive the most tires sales. We targeted 8 states with the highest sales per capita.