Reaching User Choosers to promote the Nissan Leaf.
Client: Nissan Leaf
Sector: Automotive
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This B2B campaign focussed on a new electric vehicle. The aim of was to raise awareness of the Nissan LEAF.
Nissan wanted to get the message out that there were 0% BIK (benefit-in-kind) payments for LEAF drivers from 2020, saving user chooser drivers and fleet managers money on their taxes if they purchased an EV.
The challenge and setting an objective.
Encore’s solution.
Encore activated five custom contextual segments, which included keyword groups ranging from company car allowance to electric vehicles to BIK (benefit-in-kind). This ensured that the Nissan message was served at the most timely moments.
Our exclusive data revealed that company car drivers were likely to engage with content published outside of just automotive sites. As a result, we curated a whitelist of sites wide enough to be relevant, but targeted enough to be titles read by educated business professionals. This pre-optimised whitelist reduced wastage from the get-go.
Services used:
Bespoke Whitelists
Consented Data
Custom Contextual Targeting
Geo Targeting
The results.
5x more clicks.
Generated from Encore Custom Contextual strategies vs. other targeting strategies.
50% more likely…
…for Encore Clickers to have a ‘Transporation Decision Maker Responsibility’ than the average user.
1.03% CTR
Against Billboard format.
