How Dynamic Creatives & AB Testing reduced our Cost Per Lead by 54%
Peugeot is a leading French automotive brand with long sales history in Malaysia.
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.
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.