Case Studies

Volkswagen

  • 18% decrease in CPC
  • 17% increase in incremental conversions

Volkswagen wanted to capture the attention of World Cup fans and achieve cut through to support their ITV World Cup TV idents telling the story of a fan with ‘complete confidence’ in winning, because he drives a Volkswagen SUV that gives him this confidence.

Solution

We synchronised Volkswagen search ads with World Cup search spikes. This involved leveraging the key Search moments within key matches in order to automate hyper-relevant Google Ads, with creative selected to resonate with that particular moment.

Targeted at World Cup/football keywords that had resonance with automotive keywords.

Results

Volkswagen successfully harnessed the halo effect of the World Cup emotion, achieving incredible visibility at key moments, enormous reach, and strong CTRs on these high-volume keywords.

Ads achieved total prominence in the search engine results page, with a 1.3 average position. CPC reduced by 18% whilst corresponding conversions increased 17%.

This was a truly innovative campaign from start to finish, from the inventiveness of the execution right down to the imagination in delivering Volkswagen’s message of ‘Confidence’ in this bold way. The collaboration and insight at each stage of the campaign was a fantastic experience! The smart technology was also a game changer for us, allowing us to demonstrate creativity at scale, in real-time as the World Cup unfolded. Targeting in this way drove massive efficiencies in our ad spend whilst boosting conversions at the same time – not an easy feat in PPC!

Alice Askwith, Search Account Director, PHD

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