Google Search Ads. Display Ads.
BMW 7 Series
The Definitive Luxury Sedan
Ingrained with legendary performance and the defining elements of luxury, the 7 Series earned its prestigious place as the primary sedan for BMW.
The model boasts passionate exterior, imposing presence and advanced technology systems. The car is positioned as “the contemporary luxury experience for the performance elite” – an idea expressed in all communication formats
Their Goal
Boosting sales by increasing brand awareness and acquiring high-quality leads.
The Strategy
The luxury car market is a competitive one. In order to succeed, we had to determine the precise market segmentation and adjust our marketing communication according to it. By developing a better understanding of the customer’s profile and their context, we were able to clearly define our target audience and deliver far more relevant and personalized ads for them.
Since buying a car is not an impulsive decision, our first goal was to increase awareness and engagement for our target audience through video content and attractive visuals on YouTube and Facebook. People in the process of buying an automobile, and especially a luxurious one, spend weeks or even months researching on the Internet. For the audience in the research phase, we used relevant Google Search keywords to lead them to the website of our client. As a final step, we launched Google Display remarketing campaigns to reengage the people who have shown interest in the BMW 7 Series.
Advertising
Increasing Brand Awareness With Video Content
Research shows that 75% of auto shoppers say online video has influenced their shopping habits or purchases (link).
That’s why we used a YouTube campaign to increase brand awareness for our upper class target audience.
Youtube campaign: official launch video
Work Completed
Work Completed
Work Completed
Work Completed
Google banners.
Advertising
Lead Generation Stage
To acquire high-quality leads, several marketing channels were used. In addition to creating a YouTube campaign and Facebook Ad campaign for increased awareness and engagement, we launched a Google Search campaign for people in the research phase.
For the final step, we created multiple remarketing audiences and served our creatives with different features on Google Display. By doing this, we brought back the people to the website who have been on the landing page of the BMW Series 7 but have not sent an inquiry.
What the client says
I have been working with Mayomo from the start of December 2016 and will continue to work with them in the foreseeable future. Their professionalism could be seen right from the first email I have sent to their team to request an estimation of an extremely complex project with multiple unknown factors. Their response contained the perfect mix of information and detailed explanation of how we would tackle what was in the beginning “just an idea”.