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.
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).
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.