Kia Denmark wanted to raise brand awareness and recognition to increase the number of online test drive bookings for its new EV6 car and ultimately sell more cars. To achieve that, s360 and Kia first needed to gather tangible and actionable metrics to measure and evaluate the performance of branding activities.
Moreover, showing the new car focusing on its exclusive design and features was important to persuade the audience to order a test drive. Therefore, display and video were the way to go.
The s360 team calculated how long users focused on the creative and which elements were most attention-grabbing. This gave valuable insights into which creative executions to display at different stages of the consumer journey. Using custom bidding in Display & Video 360 (DV360) allowed the creation of unique bidding algorithms optimised toward attention. The insights and custom algorithms were deployed in the EV6 launch campaign using standard, high impact display, and YouTube formats.
“The campaign has shown how we can change our brand perception, capitalising market share through a groundbreaking way of driving a campaign with the newest technology and state of the art tech stack brought into beautiful play with creatives.”
Within six months, the innovative strategy helped Kia raise the number of EV6 test drives by 270%, which resulted in a 27% increase in conversions and the sale of 1,372 EV6 units overall.
Industry recognitionGoogle Premier Partner Awards 2022:
Kia Corporation was founded in May 1944 and is Korea’s oldest manufacturer of motor vehicles. Today, the world’s fifth largest vehicle manufacturer.
Kia produces more than 1.4 million vehicles a year at 14 manufacturing and assembly operations in eight countries. These vehicles are sold and serviced through more than 3,000 distributors and dealers covering 172 countries.
The Corporation has more than 40,000 employees and annual revenues of more than US$17 billion.
Frederik Nørgaard, Senior Specialist, Google Marketing Platform