Introduction
Pragati Tata, a prestigious Tata Motors showroom, aimed to increase showroom visits and car bookings by targeting high-net-worth individuals (HNIs) in Surat and its surrounding areas. The challenge was to attract high-quality leads and convert them into actual car sales while positioning the brand as the top choice for luxury cars in the competitive Surat market.
- Generate high-quality leads for luxury car bookings.
- Increase showroom visits and drive in-person sales.
- Establish brand authority within the competitive luxury car market in Surat.
- Target HNI clients to boost premium vehicle bookings.
Key Challenges
- Higher Lead Cost: Initially, we faced higher costs with certain creatives. The solution was to switch to influencer videos from single image ads, which led to significant improvements.
- Solution: The transition to influencer videos led to a 40% reduction in CPL and a 70% increase in engagement.
- Ad Creatives:
- Feature-based videos showcasing the premium features of Tata vehicles.
- Influencer videos for credibility and higher engagement.
- Offer-based creatives to catch the interest of potential customers.
- Target Audience:
- Primary: Individuals interested in purchasing luxury cars.
- Secondary: Users of competitor brands targeted with special offers, highlighting the superior features of Tata vehicles.
- Locations Targeted: Focus on Surat and surrounding locations, where the target demographic of high-net-worth individuals (HNI) resides.
Ad Creatives
- Types of Creatives Used:
- Feature-based videos: Highlighting key features of Tata cars.
- Influencer marketing videos: To build trust and reach high-quality leads.
- Offer-based creatives: Targeted at driving immediate action.
To achieve the campaign objectives, we implemented a 3-layer funnel strategy with the following phases:
Created engaging content to introduce the Tata Motors brand and its luxury vehicle offerings to a broad audience.
Focused on driving leads using targeted campaigns, influencer marketing, and strategically placed ads showcasing the premium features of the cars.
Engaged users who showed interest by re-targeting them with specific offers, guiding them through the final stages of the purchase funnel.
Results & Outcomes
- Total Leads Generated: 1,409
- Total Conversions (Cars Sold): 25
- Ad Spend: ₹1,16,204.10
- Social Media Growth:
- Facebook: 1,100% increase in followers in 10 months.
- Instagram: 1,000% increase in followers in 10 months.
- ROAS: 200X
- In-store Visits: 50% increase in showroom visits
- Lead Quality Improvement: 58% improvement, with a 40% reduction in CPL (Cost Per Lead)
Conclusion
The digital marketing campaign for Pragati Tata successfully achieved its objectives, providing a 200X return on ad spend (ROAS) and significantly boosting showroom visits and car bookings. By using a targeted approach, influencer videos, and high-quality creatives, we were able to not only reduce the cost per lead by 40% but also improve lead quality by 58%. This campaign showcases the effectiveness of a comprehensive digital strategy in increasing both online engagement and offline conversions for luxury automobile showrooms.