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The Challenge.

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.

 

One 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:

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.

a/b testingAB testing at scale
We A/B Tested a wide variety of audiences to find out the best performing audience with the lowest cost per lead.

target user iconCreate 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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Key KPIs.

– 54%

Cost Per Lead

+ 35%

Click Through Rate

– 30%

Cost Per Click

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.

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More Than One Happy Customer.

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Now it’s time to make your move.

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