Bill Deluca Chrysler Dodge Jeep Ram
Client: Bill Deluca Chrysler Dodge Jeep Ram
Product: Jeep Wrangler
Title: March Madness Themed Creative Campaign Ramps up Wrangler Interest, Generating Significant ROI
Media: Paid Search and Display, Paid Social Media, Eblast
Country: United States
Date Of Campaign: March 2019
Background: When Bill Deluca Chrysler Dodge Jeep Ram, aMassachusetts auto dealership, received an abnormally large shipment of new 2018 Jeep Wranglers, they turned to C-4 Analytics for assistance. This challenge was especiallydaunting, as the 2019 Wrangler had already been released upon the dealership’s influx of 2018 models.
Idea: C-4 Analytics’ goal was to create a consistent digital marketing campaign for Bill Deluca Chrysler Dodge Jeep Ram that would capitalize on Jeep Wrangler search interest and capture additional traffic for their website. In addition to our off-site marketing, it was equally as important to continue our creative consistency on-site as well. This factor would not only set expectations at every touch-point, but also build trust throughout the buying process.Strategy: Create a consistently themed digital marketing campaign complementing the relevance of March MadnessWithin the established theme, create and implement a paid search campaign targeting individuals who are in-market for a pre-owned Jeep Wrangler, show them an ad for a new 2018 Jeep Wrangler and the benefits of buying new vs used.Accompany our paid search ads with a consistently themed email-blast. This asset allows us to promote our clients' incentives in greater detail with the desire to capture unsold prospects who are in-market for a new vehicle.In addition, we harnessed the value of social media with campaign-consistent creative run as social media ads on both Instagram and Facebook.Lastly, C-4 Analytics created and implemented conversionary creative on-site to not only make the buying process smooth across channels, but also to engender trust at each and every touchpoint.
Results: As a result of our creative strategies, Bill Deluca CDJR saw significant increases in traffic, engagement and sales for the Jeep Wrangler. The Jeep Wrangler held the #1 spot for vehicle description page views on our clients website for March 2019. Page views increased by 34% from February to March 2019. Year over year for the month of March, page-views increased by 136%. Our Eblast was their best performing email promotion in the past 6 months with 71 sessions, 61 offer page views, 16 VDP views and 3 lead submissions triggering a 4.23% conversion rate. Our social media advertising gandered 580 landing page views attributing to 4 leads. Overall, 2018 Wrangler sales increased for March by 125% YOY. Additionally, new vehicles sales increased 63% YOY with 68% of their new vehicles being Jeep models.