Case Study

Peugeot

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Background

Country

Malaysia

Service

Performance Marketing

Industry

Automobile

Platform

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OBJECTIVE

How Dynamic Creatives & AB Testing reduced our Cost Per Lead by 54%

ABOUT PEUGEOT

Peugeot is a leading French automotive brand with long sales history in Malaysia.

THE CHALLENGE

In March 2020, Peugeot engaged Elixus Agency to manage a lead generation campaign, to increase the number of qualified leads for their new SUV models.

On the day of campaign launch, a nationwide Movement Control Order (MCO) was implemented in response to the Covid-19 pandemic, creating a real challenge to our mission as all Peugeot showrooms had to close until further notice. Despite the closure of the showroom, with Elixus's full funnel campaign strategy, we took the opportunity to lay a strong foundation of Peugeot branding and awareness among the increasing number of online users who were stuck at home. In April, we started pushing leads to prebook their test drive, and in May, when MCO was partially lifted, Peugeot saw a significant increase in conversion. Throughout March to June, we worked on optimising our CPL down by 54%, while conversion maintained at above Peugeot's usual monthly sales numbers.

Our Strategy

In order to generate leads while reducing the Cost per Lead, Elixus's Performance Marketing Team had to:

1

Leverage on Dynamic Creative
Optimization

Use multiple ad components (images, videos, titles, descriptions and CTAs) and optimises them to deliver efficient results for each impression served. We managed to create personalised creative variations for each person viewing the ad, with performance that scales.

2

A/B testing at scale

We A/B Tested a wide variety of ad angles (branding, generic, promotional) to find out the best performing ad angle with the lowest cost per lead.

3

Create targeted audience

A wide range of possible target audience has been put into our A/B test framework to find out the best performing audience with the lowest cost per lead. We also leveraged on Facebook lookalike tools to source for the audience that has the highest similarity to Peugeot current customers which eventually will convert with the lowest cost.
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The Result

-

0

%

Cost Per Lead

+

0

%

Click Through Rate

-

0

%

Cost Per Click

THE WINNING APPROACH

Focus on AB Testing Visual & Targeting

One of the main contributors to the overall performance lift was the fact that we had AB tested an Array of visual and target audience specifically using Dynamic Creative Optimization.These AB tests enabled us to quickly identify the best performing Ad Angles for each and every audience segment keeping their overall acquisition costs low & optimized.

Top
Performing Ad
Highest number
of clicks
Lowest Cost
per Purchase
Lowest Cost per Purchase

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