Google Search Ads. Display Ads.
BMW 8 Series
Setting the bar for design and engineering, the 8 Series is the perfect combination of enthralling heritage and bold new experiences integrated as one. With exceptional engineering, high-powered engines and driver’s details, the BMW 8 Series is a statement piece.
Work Completed
Work Completed
Work Completed
Work Completed
Campaign Goal
approach
The Strategy
BMW Dealership and Mayomo Agency wanted to explore how nontraditional storytelling could drive action with different digital audiences. Using TrueView for action to encourage viewers to visit the BMW 8 Series’ “request a test drive” page, BMW experimented with two different video styles: an ad focused on the car’s interior, and an ad focused on the car’s performance and sleek exterior.
Youtube campaign: official launch video
Luxury travelers were 8X more likely to convert.
We tested targeting more specific audiences, like luxury travelers, and serving creative based on life event signals, like a job change.
Since the 8 Series is a very luxurious and therefore very expensive automobile, our targeted audience was people with high financial capabilities and affinity for sports cars. Apart from market segmentation, our strategy involved guiding people down the marketing funnel. In order to put people in the marketing funnel and give a start to their customer journey, we created Facebook and YouTube ad campaigns for awareness, engagement and traffic. Of course, a lot of people are already past that phase and are actively researching the model on the Internet.
Those people are in the consideration stage and to get their attention, we launched a Google Search campaign with relevant search keywords. For a final push towards conversions, we used Google Display remarketing campaigns to reengage people who have interacted with our ads and have spent time on the landing page of the model but have not filled out the contact form.
Visuals inspire more than 1000 words.
Advertising
Lead Generation Stage.
To gather high-quality leads and guide people down the marketing funnel we started with a video ad and attractive banners on YouTube and Facebook to boost awareness and engagement. For people in the consideration stage, we launched a Google Search campaign with 8 Series-related keywords.
To stimulate people to finish the process and fill out the contact form, we created a Google Display remarketing campaign, in which we targeted people who have engaged with our ads and the landing page of the model, but have dropped off without completing the process.
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”.