How BMW X Attracted New Browsers to Boost Test-Drive Rate by 34% | Criteo
Select a category:

How BMW X Attracted New Browsers to Boost Test-Drive Rate by 34%

 

Challenge

BMW is part of the “German Big 3” luxury automakers. Every winter, the advertiser promotes the “X-Drive” technology, a cutting edge four-wheel drive solution. In 2013, BMW wanted to expand its marketing strategy to web users beyond retargeting, with a proven cost per lead. The X-Drive campaign was tracked with comScore vCE solutions to make sure Criteo exposed on-target prospects.

Solution

Criteo’s ability to expand the retargeting campaigns specifically to new users was the perfect solution for addressing BMW’s acquisition targets. Criteo real-time optimization solutions helped expose true new prospects while generating a significant number of incremental leads (i.e. validated online test drives).

Outcome

The campaign was delivered to on-target web users and delivered a strong added value to retargeting.

  • Exposed users were skewed towards internet users earning more than 55K€ a year (+27%).
  • They were twice as likely to visit OEM automotive sites than average Internet users (26% vs. 12%).
  • 62% of exposed users visited automotive websites (including OEM).
  • The acquisition campaign generated a 34% uplift in test drives from users who did not visit BMW’s website.

We use Cookies to enhance your experience on our website. By continuing your navigation, you accept the placement and use of Cookies. To learn more about Cookies or opt-out from these services please see our privacy policy more information

The cookie settings on this website are set to "allow cookies" to give you the best browsing experience possible. If you continue to use this website without changing your cookie settings or you click "Accept" below then you are consenting to this.

Close