CarPlanner

The objective

Revving up brand awareness and lead generation

Founded in 2015, CarPlanner is an online automotive marketplace that generates leads for car manufacturers such as BMW Group, Stellantis, Mercedes, Renault, and Toyota. The Italian business can be found on TikTok under the handle @carplanner, creating content that primarily focuses on automotive trends and the technical and performance features of cars. Its goal is to keep its audience up to date on industry news and the latest car releases.

For CarPlanner’s first ever advertising campaign on TikTok, its primary goal was to generate qualified leads for its client, Stellantis and the Fiat brand. Its secondary objective was to increase its own brand presence on TikTok, and raise awareness for Fiat.

The solution

Driving conversions through a refined campaign and Display Cards

CarPlanner’s debut campaign was targeted towards men and women in Italy between the ages of 25-55+ and ran from 1 March to 30 April, 2023. In order to successfully appeal to the target audience, the first step was to determine what approach to content would be most engaging. With support from TikTok consultants, CarPlanner decided to perform a continuous series of a/b tests of its In-Feed Ads that would allow it to find the most effective solution for its campaign.

The Italian company simultaneously ran two campaigns with different objectives – one campaign was for brand awareness, the other focused on lead generation. Within these two campaigns, there were three groups of objectives – Automatic Targeting, Automatic Targeting with dynamic creatives, and remarketing with target Custom Audiences. This helped CarPlanner analyse what worked best, and find the perfect formula for optimising its results on TikTok.

As well as campaign structure, CarPlanner also applied a/b tests to its creative. This consisted of testing different types of music, static versus dynamic creatives, adding text overlays to the videos, and producing ads that had a good balance between product features and transactional content. Display Cards were also utilised during this promotion. This clickable CTA add-on appeared at the end of the ad and allowed CarPlanner to direct people to its website in order to “Request a quote”.

The results

Accelerating engagement and achieving impressive campaign results

Thanks to CarPlanner’s extensive a/b testing across both campaign strategy and its creative content, the Italian digital marketplace was able to achieve excellent results advertising on TikTok.

Over the course of the promotion, CarPlanner achieved an incredible 13M impressions, and generated 2.8x more leads, a 34.7% increase in engagement, and 2.5x conversion rate when compared to the same period last year. The team developed a great understanding of advertising on TikTok over the course of this campaign, such as the value of original and creative content, using sound and music effectively, and adapting campaigns to today’s rapidly-changing trends.

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