Driving Social Impact in the Automotive Industry

The cost of missing changing trends, behaviors, and preferences can lead to a devastating decline in engagement. A major US-based automotive company was facing this exact reality, trying to halt a 3-year trend of diminishing ROI, and loss of market share and affinity.

Sowen stepped in to create and deploy an insight-driven strategy, implement new digital targeting capabilities, and redefine value propositions to existing and future audiences. The result was a turning around of a 3-year trend, reflected in:


ROI INCREASE IN 3 MONTHS

8% increase


COST PER ACQUISITION IN 3 MONTHS

13% decrease


REVENUE PER EMPLOYEE

16% increase


NEW AUDIENCE TARGETING

5 new audiences

Keeping a finger on the pulse of audiences is imperative for any organization, but it’s particularly critical in the fast-changing and still-evolving world of electric vehicles. The cost of missing changing trends, behaviors, and preferences can lead to a devastating decline in engagement. A major US-based automotive company was facing this exact reality, trying to halt a 3-year trend of diminishing ROI, and loss of market share and affinity.

To drive meaningful engagement, the brand wanted to launch a socially minded campaign that highlighted the company’s contribution to local communities and investment in educational causes across the country. Sowen stepped in to create and deploy an insight-driven strategy, implement new digital targeting capabilities, and redefine value propositions to existing and future audiences.

1

We took a consumer-centric approach and conducted a deep analysis of consumer trends. We restructured targeting priorities to mobile-first marketing activities and identified 8 new persona markets that had been under-leveraged.

2

We assisted in the creation and deployment of a digital media agency RFP and supported the selection process.

3

We guided the creation and implementation of an omni-channel content strategy that included social, search, display, location, and programmatic targeting activities executed through a digital media agency.

4

Finally, we built and launched a new measurement and attribution scheme focused on increasing Return on Investment (ROI), reducing Cost per Acquisition (CPA), and driving cross-channel marketing efficiencies and learnings.

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