BMW

BMW

Return Is... Increased social media likes to more than 5 lakhs.

The Client

BMW India is the pioneer in bringing luxurious dealerships to India. It has set a decisive course in India by setting up BMW dealerships of international standards across all metropolitan centres of the country. BMW car dealers have set very high standards in service quality and customer care. Today’s car buyers are a savvy bunch, procuring all the information they need before setting foot into a dealership. To reach these connected consumers and stay ahead of the curve, Bavaria motors helped BMW to shift gears from the traditional sequential sales model to focus on relationship building.


Bavaria Motors is confident of further, increasing its sales owing to the growth potential in Pune market and developed exclusive dealerships which is used as touch points to interact with the customers. Reimagining tomorrow’s car-buying experience, Bavaria motors mapped out physical and digital customer journeys, pinpointing crucial steps before, during, and after purchase. Their findings inspired new interactive retail formats that transition the consumer from one-time buyer to lifelong BMW owner.

Digital Campaign Objectives

There is always a need for a stronger digital presence and better integration of digital marketing by automotive dealers to address consumer demand since the demand for luxury cars is no longer restricted to the metros any more.


o Bavaria motors had planned for aggressive digital marketing plans to promote the BMW series 3 – Sedan, BMW series 5 followed by Test Drive Sign up.


o Coupled with the world famous BMW brand it decided to enhance its dealership network to reach newer customers across different areas in Pune and Goa.


o The main challenge was for launching digital marketing campaigns and to increase the internet traffic of the target segment


o Started through different internet platforms like Google ad words, reaching out the prospects and engaging them on social media platforms like Facebook, Twitter, and LinkedIn etc. Also manage promotions to generate more leads and running pro active PPC campaigns was an area of concern.

Strategy

ROW online marketing campaigns consistently through collective communication channels and reaches its targeted audience with greater impact than through individual communication.


o It was involved in creating following campaigns for BMW:


oBrand Campaign Search – BMW and Product Campaign Search – BMW 3 Series Sedan


o Product Campaign Display Topic – Cars


o Product Campaign Display Managed Placement – Cardekho.com, Gaadi.com


o Remarketing Campaign – All Visitors, Specific product remarketing, sign up drop off


o Remarketing Campaign – All Visitors, Specific product remarketing, sign up drop off


o The company launched an e-mail marketing campaign to release a new version of BMW with the aim of generating interest for Test Drives. Detailed car graphics and branded Test Drive registration forms were sent to the customers


o Developed a click to call feature that redirect the call to customer care for queries and assistance. Also introduced the chat box feature on website to interact with customer care executive.


o Developed an innovative landing page to easily reach customers worldwide with rich information and enhance buying experience with virtual showroom through an interactive tool.


o ROW launched innovative campaigns to display different features of BMW 7 series and made it familiar to targeted audience through different social media platforms. It drastically helped to increase the Facebook likes of BMW dealer’s page.

Digital Campaign Outreach

o It has been seen that BMW’s well-structured integration of online marketing communications has contributed to its digital marketing strategies success, in the essence that they collectively assist to identify, acquire, anticipate, satisfy and retain the customers.


o To book a test drive and download a vehicle brochure. By week 2 of the campaign over 80% of the website traffic was coming from the Facebook Advertising campaign which resulted in website traffic doubling from the previous month.

o In conjunction with a targeted Facebook Likes campaign which was adding followers per month, ROW managed the Facebook page to include regular posts – 2 to 3 a day as well as a Facebook Advertising campaign to drive Facebook followers and their friends from the newsfeed directly to the BMW website


o ROW has grown the BM Facebook page (by over 300% through the result of strategic paid advertising and community management, with localized content the key to increasing BMW’s reach and engagement.