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BMW Canada



Challenge


Drive potential car buyers to BMW’s new model microsite to increase awareness and engagement around next year’s new models.




Approach


Develop media strategy that best reaches the target audience and begin the programmatic media buy. Execute a programmatic media buy in 3 parts:

  • Run of network to determine the baseline of engagement.
  • Behavioral targeting for those who have searched for keywords relevant to new cars in the last 30 days.
  • Retargeting users who had been on BMW’s site but had not been to the new car’s microsite.


Results


The campaign started with an interaction rate of 2% and a Cost per Interaction (CPI) of $58. Over the 10-week bidding campaign, our optimization engine managed to increase the interaction rate to 27% and decrease the CPI to $4. The response rate increased by 12x and the cost of interaction decreased by over 50%.


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