Programmes were orchestrated across all channels to deliver maximum impact, create better customer experience and increase velocity through the sales funnel.
In Digital media targeting we created audiences of known Renault high engagers (from website interaction) to onboard via Liveramp to retarget and nurture back to test drive/car configurator landing pages to maximise high value behaviours and create leads for dealers.
Using insight on the length of a customer journey resulting in a high propensity to purchase (52 days) we changed our audience retargeting strategy from 90 days to 60 days in order to hit harder in that 52 day window of opportunity. In CRM we developed a program of 15 new behavioural trigger programs based on known events nurturing prospects through the funnel.
On Web we built next best action signposting based on known optimal Customer Journey patterns based on previous interactions across multiple channels.
Customer Type targeting - the insight led us to refocus on loyalty and finance type. We have now begun to target existing owners with cash offers as we are seeing the demographics of customers change (especially in light of COVID and the older, more affluent profiles growing)
To support Events, we built targeted audience segments in CRM to drive highly engaged customers and prospects into VIP events showcasing the E-Tech range
Specifically, as a part of the Renault Zoe brand campaign, that ran in August 2020, Renault brought together planning teams across all agencies to create a program of personalised, always on and ad hoc comms programs designed to deliver web traffic / leads and ultimately sales in the E-Tech segment.
In paid Social Media we used EV hotspot geo analysis to optimise efficiency of budget spend and maximise engagement in targeted Facebook ads by targeting only the hottest EV selling areas – this was previously thought to be inner cities but our insight busted the myth! This approach was also used within targeted CRM campaigns in the same geographical areas.
To support this, we adapted our creative to consider who our target audience were, adjusted the design and messaging of creative to ensure our E-Tech range was appealing to our target audience. This included locally relevant messaging for the hottest EV selling areas identified.