Customer insights

s360 & MG Motor: Brand awareness uplift by 26.6% via a Paid Social strategy based on behavioral data

Through a focused effort on branding and collecting leads, s360 helped MG Motor Denmark on its way to a solid resurgence in the Danish market.

Why
In April 2020, the resurgence of MG Motor Danmark was announced, which enabled a natural focus on digital communication. Thus, s360 was chosen as a strategic partner to build brand awareness. s360 activates social channels, such as Instagram and Facebook, to get insights into user behavior. Based on these insights, s360 creates visual elements for branding and sales.

How
With the help of s360, MG Motor tailored the digital communication on Facebook and Instagram to an in-market target group. Based on behavioral data, s360 creates content to drive the most important KPIs: sales, test drives, and leads. Additionally, s360 develops different formats such as videos in feeds and stories to increase the recognizability. The campaign builds up a reach of 70% of the target group via reach and frequency. Moreover, the frequency of ready-to-buy leads is raised by constantly replacing and reframing the messages.

Results
With a focus on conversion optimization and building brand awareness through maximum reach and visual development, MG’s brand recognisability increased by 21.6% and the click-through rate by 1.73%. Moreover, test drive bookings got a conversion rate of 2.25%, corresponding to a 179% incremental boost in the number of leads. Finally, the more user-friendly platform delivered a conversion rate of 0.7% on focused purchase or lease agreement activities.

Who
MG Motor Danmark was founded in 1924. Today, SAIC Motors owns the brand and is beginning a new, innovative resurgence in Europe.

Contact
Mathias Hillerup Larsen, CTO & Partner
Tlf: 23 27 52 45, [email protected]

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