Stellantis accelerates performance for Alfa Romeo with a full-funnel omnichannel campaign

EXECUTIVE SUMMARY

Stellantis wanted to solve its primary challenge with the launch of its new SUV – converting car enthusiasts to leads. We partnered with the brand to roll out an omnichannel strategy with targeting and measurement tools to enable better efficiency at every stage of the marketing funnel. Read this case study to learn how, in partnership with us, Stellantis achieved 87% fewer impressions for conversion.

BUSINESS OBJECTIVE

Converting awareness among car enthusiasts into sales

Stellantis, a multinational automotive company, owns iconic brands that are renowned for their outstanding design and performance, including Alfa Romeo, Jeep and Fiat. But in today’s crowded car market, the company found it difficult to convert auto enthusiasts into leads.

While Stellantis’ advertising campaigns have historically covered the entire funnel, the company recognised the need to further optimise its approach to effectively drive reach and move audiences through the sales funnel.

So Stellantis and its agency, Starcom, worked with us to run a full-funnel omnichannel campaign in Australia for the launch of its new Alfa Romeo Tonale SUV. This approach would enable it to optimise cross-channel activity and raise brand awareness – all while driving down the cost per lead for its key car-enthusiast audience.

THE SOLUTION AND RESULTS

Omnichannel ad buying with advanced targeting and measurement delivers campaign efficiencies

Stellantis’ multifaceted omnichannel strategy on our platform included:

1. Premium inventory. Tapping in to our marketplace of premium Australian inventory across digital out-of-home, broadcast video on demand (BVOD), online video, high-impact and display channels to drive consumers down the sales funnel.
2. Audience-first targeting. Using a combination of first- and third-party data strategies – first-party data to sequentially message consumers captured in a previous campaign and third-party data of consumers exposed to competitors’ SUV ads.
3. Retargeting across channels. Retargeting consumers who were exposed to Stellantis’ ad on any channels to the Alfa Romeo Tonale landing page with display ads, as part of the mid-funnel strategy.
4. Inferred Brand Intent (IBI). Taking advantage of our solution to help the team understand how their campaign’s ads influenced consumers’ desire to research content related to their product.
5. Path-to-conversion reporting. Utilising this tool to determine the effect that activity had on driving leads as well as drawing insights about the ideal consumer journey. Pixels on the Alfa Romeo Tonale landing page measured lower-funnel actions, such as downloading a Tonale brochure or requesting a test drive.

Stellantis was delighted with the success of its first integration of branding and performance marketing into one omnichannel campaign. They gained unparalleled insights into the consumer journey, helping them better understand the role of each channel – and of combined channels – in driving purchases.

1. 5.33 million unique people reached. The campaign enabled Stellantis to scale its reach efforts and optimise frequency at five impressions per consumer. This ultimately led to more than 11,000 vehicle page lands, more than 500 lower-funnel actions and 115 leads generated.
2. Reduced cost per reach with frequency controls. Stellantis saw a cost per reach reduction of 35%. By reinvesting these savings back into the campaign, the company improved cost-efficiency, reaching 53% more people without increasing its budget.
3. Improved conversion time, thanks to upper-funnel strategies. When consumers were exposed to Alfa Romeo’s BVOD ads, it took 87% fewer impressions to convert.
4. Increased visits to website with use of first-party data. By utilising first-party data to target consumers, the company drove 58% of visits to the Tonale landing page with only 35% of the ad spend.
5. Reduced conversion time with consolidated omnichannel strategy. Exposing consumers to three channels reduced conversion time by 63% compared to single-channel exposure. Consumers exposed to multiple channels took an average of seven days to convert, while consumers exposed to a single channel took an average of 15 days to convert.

As a result of this campaign, Stellantis gained valuable omnichannel insights – ranging from the most effective channels for driving conversions and impact of multiple channels on conversion times, to cost savings through optimised frequency control on a single platform – which the team can use to enhance future campaigns. 
 

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