Issue
A leading global automaker aimed to close a significant gap in consumer understanding around the benefits of its Certified Pre-Owned (CPO) program. Key challenges included:
- Misunderstanding of the advantages and guarantees of Certified Used Vehicles.
- Limited supply of Certified Used Vehicles, driven by high market demand.
- Stiff competition from other Original Equipment Manufacturer (OEM) CPO programs.
Intelligence
To drive engagement, understanding the behaviors and preferences of Hispanic and Latino audiences became essential. Nativo’s data insights revealed:
- Custom Content Effectiveness: Custom articles saw engagement rates 53% higher than Average Time on Content (AToC) benchmarks and Call-To-Action Rates (CTAr) 29% over benchmarks.
- Audience Engagement Strategy: Leveraging immersive experiences, like Skins and tailored content, improved connection and understanding of automotive offerings.
Idea
Nativo’s creative experts designed a content-rich campaign focused on enhancing consumer education and interaction:
- Translation for Reach: Articles were expertly translated to engage Hispanic audiences aged 18-49, ensuring cultural relevance and message clarity.
- Immersive Experience: A combination of Native Display, Native Skins, and a full-length article was used, creating multiple touchpoints that kept audiences engaged throughout the campaign.
Impact
The campaign's targeted strategies, culturally tailored content, and engaging visuals drove substantial results:
- Native Article Call-To-Action Rate: Achieved a 2.00% CTA Rate, outperforming benchmarks by 33%.
- Seasonal Impact: During a surge of articles focused on expected price drops in early 2024, CTA Rates reached 2.56%, 70% above benchmarks.
- Engagement Highlights: The approach effectively resonated with Auto-Intenders and Hispanic communities, translating to strong user action and deeper engagement.
Insights
Key takeaways from the campaign highlight the impact of strategic timing and event-based content on consumer engagement. Here’s how these insights can guide future strategies:
- Timing Means Everything: Consumer activity spikes when prices drop. Automakers should intensify their marketing efforts during these periods to capture heightened interest.
- Large Events Make A Difference: While content performed strongly even outside major Sales Events, engagement patterns showed a clear consumer appetite for Sales Event-related messaging.
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