Prompting hard-to-reach luxury car buyers to visit a showroom
As a niche luxury car brand in Taiwan, JLR’s target audience consists of high-net-worth individuals with discerning tastes. But engaging with this group can be challenging. They value their privacy and are often reluctant to fill out online forms to arrange a viewing at a dealership, for example. The luxury-car-buying journey is also fragmented and nonlinear, usually requiring multiple touchpoints before consumers decide to make a purchase.
With the promotion of its new Range Rover Sport, JLR was seeking an advertising strategy that would enable it to reach more of the right people and increase brand awareness while also prompting consumers to visit a showroom. It also wanted to be able to measure how its online ads influence real-world business outcomes and gain more consumer insights. So it worked with its agency, Hearts & Science, to effectively and cohesively leverage data across the whole marketing funnel.
UID2-powered omnichannel campaign to help drive showroom visits
JLR’s strategy involved using our demand-side platform to run an omnichannel campaign, tapping into our selection of premium Connected TV (CTV), online video, and display inventory. Using a single platform for all its media buying enabled the company to effectively harness data across channels, and to access unified reporting on campaign performance.
The company employed a variety of data-driven targeting strategies and tools to reach more of its ideal audience across marketing funnels, including our identity solution, UID2. Using this open-source identity framework enabled the company to turn its first party customer relationship management (CRM) data into UID2 identifiers and create a lookalike audience (LAL) of potential customers who are similar to its existing customers. This LAL delivered a click-through rate that was twice as high as the campaign’s third-party prospecting strategy and a 56% lower cost per click.
JLR ran a brand lift study with our partner, LnData, to directly measure the campaign’s impact on the brand’s image among target consumers. This revealed significant increases across all metrics, including a 140% lift in showroom visit intent, a 37% increase in brand awareness, a 30% increase in ad impressions, and a 15% lift in product favorability.
The company also engaged an online-to-offline footfall measurement solution to analyze the influence of its online ads on visits to showrooms. This showed a 423% higher footfall visit rate when consumers were exposed via three channels, compared to when they were exposed via one channel only.
Overall, JLR’s campaign demonstrates that adopting an omnichannel approach coupled with first-party data can be highly effective in helping brands reach more of the right people, lift brand awareness, and drive positive business outcomes.
“Working with The Trade Desk and its partners has helped us lift our game in Taiwan. As a result of this campaign, we’ve seen a substantial increase in brand awareness among luxury car buyers and gleaned useful insights on footfall visits to our showrooms, and we’ve also gained a treasure trove of campaign insights. We’re looking forward to building on this success with our next campaign.”
Vic Chang
Brand Director, JLR
Discover how an omnichannel approach powered by first-party data can help you streamline targeting and drive offline visits. Contact us or reach out to your account manager at The Trade Desk today.