With social commerce evolving to play an even bigger role in consumer journey than ever before, leveraging social media platforms is a vital a part of attracting and generating qualified leads.
With increased competition across dominant social platforms like Facebook, leading to a better cost per lead (CPL), ŠKODA AUTO India approached Ph.D. – its media agency partner and a part of the Omnicom Media Group network – to optimize campaign efficiencies and generate a
better number of average daily leads at reduced CPL from its Facebook
campaigns.
ŠKODA AUTO hoped to achieve a wider and more profiled set of audiences via
Facebook – car owners, first-time car buyers, and enthusiasts alike, to come up
with qualified leads which will be converted down the patron journey.
Maneuvering on Lifetime Budgets at CBO rather than Daily Budgets at ABO was a hurdle it had been looking to beat whilst optimizing daily lead count and maintaining scale. To streamline efficiencies across campaigns, ŠKODA AUTO and Ph.D. collaborated with Pixis, – whose powerful AI infrastructure helps make marketing effortlessly intelligent, agile, and scalable for brands.
Pixis deployed its Governance AI system, which uses AI models trained with billions of information points to dynamically allocate the bid budget daily.
With its data-driven recommendations, Pixis’ AI-supported Ph.D. Media in delivering sharper results on ŠKODA AUTO’s KPIs – helping the auto brand leap its performance marketing campaigns. Upon implementing the recommendations to optimize lead generation, ŠKODA AUTO India was able to reach the required high-quality audiences at the proper time, thereby improving the standard of the test drive leads that were assigned to the dealers.
Not only did the results outperform the standard of leads coming into the system and increase savings in terms of prospects, but it also increased the typical daily leads by nearly 17% for
ŠKODA Superb and improved the CPL by approximately 10%.
Similarly, the campaign around ŠKODA’s avant-garde Octavia also witnessed a 28% increase in average daily leads with Pixis’ AI infrastructure helping scale the campaign by almost 25%. Speaking of the collaboration, Bhara Khatri – Chief Digital Officer, Omnicom Media Group APAC, said, “With innovation and creativity at its core, Ph.D.”
The media believes that the key to a cookie-less future lies in leveraging the correct technology stack and interpreting a mixture of various approaches to support all the key tasks around audience selection, targeting, governance, personalization, and most significantly, measurement.
This could be where AI & ML help us process a wider multitude of signals and use advanced predictive techniques to mix and interpret patterns of digital audiences, delivering better outcomes for our clients.
Follow and connect with us on Facebook, LinkedIn & Twitter
