1. Dacia Motors
Dacia
is one of Europe’s fastest growing car brands. Best known for their functional
cars that offer amazing price-to-value ratios, the customer market grew by
60,000 cars in the last three years.
Their
goal for their digital marketing campaign was to create brand awareness. Dacia,
using Facebooks boosted posts, placed ads on their Sandero, Logan, and Stepway
models. Their target market was both desktop and mobile users. Dacia studied
data from past activity, and conducted wide ad testing, essentially optimizing
the advertisement’s impact based on where their customers were in the buying
cycle.
Results:
ü 45%
reduction in the costs per lead, compared to standard display ads
ü 27-point
increase in ad recall
ü 6-point
uplift in brand favourability
ü 6-point
uplift in purchase intent
2. Redbull
Redbull
have been on the market for nearly 30 years. Last year they ranked 76th
on the Forbes most powerful brands list. Redbull is sold in 170 different
countries and have sold over 60 billion units of their product. Since they
began business in 1987 they have added four new flavours of their drink.
Redbull’s
goal was to drive awareness of the extension of the brand.
The
goal of their Instagram campaign was based on boosting awareness and sales of
their tropical flavoured “Summer Edition” energy drink for the Australian
market.
Redbull
used simplicity and brand building as their main focus. They put out a teaser
advertisement just before summer. To get audiences focused on the new look of
the cans, they incorporated yellow filters across a range of images and videos
portraying typical summer days. Redbull used the #thissummer hashtag to get
people talking about Redbull online.
Results:
ü 10-point
lift in top-of-mind awareness.
ü 9-point
lift in favourability.
ü 7-point
drop in the unconvinced market.
ü 1.2
million Consumers reached.
3. Uber
Uber
is an app which allows consumers with smartphones to
submit a trip request, which the software program then automatically sends to
the Uber driver nearest to the consumer, alerting the driver to the location of
the customer. What makes Uber unique is that the drivers use their own personal
cars. As of August 2016, the service was available in over 66 countries
and 545 cities worldwide. The Uber app automatically calculates the fare and
transfers the payment to the driver.
Uber
grew almost entirely through word-of-mouth marketing, which is a very high
converting channel.
They
offer incentives for riders to act as advocates for the business by providing
referral codes to their friends in exchange for free rides. Between a service
that saves people time by making transportation easier and cost-effective and
their powerful referral system, Uber spread like wildfire.
Results:
ü Been
growing at a rate of about 40% each consecutive quarter.
ü From
the first to the second quarter of 2015, gross bookings increased from $1.5
billion to $2.13 billion.
ü Raised
more than $9 billion in funding.
4. Airbnb
Airbnb
is a marketplace to list, find, and book unique accommodations around the world
for short-term. Accommodation includes apartments, villas, houses, tree houses
or even castles for a different travel experience. Airbnb provides affordable
and comfortable accommodation to travellers as per their specific requirements
and budget.
Airbnb
depends on two components: hosts and travellers. The aim of the marketing
strategy adopted is to reach and encourage maximum people around the world to
become hosts and/or travellers.
Airbnb
decided to make their offers visually appealing to attract more customers. They
collaborated with Google and invested in Google Search Ads. This helped Airbnb
increase their listings from less than 10,000 to 80,000.
Airbnb
are active on all social Medias, having 3 million likes on Facebook, and 500000
twitter followers. This gives them a good advantage in conducting digital
marketing campaigns.
Results:
ü The
company’s now valued at over $25 billion.
ü It
is the undisputed leader and the most trusted community marketplace for room
rentals.
ü It
has 470000+ followers on Twitter, 2750000+ followers on Facebook.
ü
