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Land Rover Leverages Cross-Channel Marketing To Grow Digital Sales

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About Land Rover:

Land Rover is a world renowned car brand that specialises in four-wheel-drive vehicles. It is owned by British multinational car manufacturer Jaguar Land Rover, which is in turn owned  by Tata Motors India. After Tata Motors acquired Land Rover and Jaguar from Ford in 2008, it merged the two marques into one single company. The Land Rover was first launched in  1948 wherein the  name was originally used by the Rover Company for the Land Rover series. It quickly developed into a widely recognised brand encompassing a wide range of four-wheel-drive models, like the Discovery, Range Rover Sport, Defender, Freelander, Range Rover and Range Rover Evoque. Jaguar Land Rover announced in September 2013, plans to open a research and development (R&D) centre in Coventry, United Kingdom at a cost of 100 million GBP (160 million USD) to create next generation of automobile technologies. In fact, it is the biggest investor of R&D in UK in the manufacturing sector – ahead of the British Aerospace and Rolls-Royce – and in the global top 100 for R&D spending. This investment, along with the on-going support of local communities and encouragement to get young people to seek jobs in engineering sector has led to Jaguar Land Rover winning the Responsible Business of the Year Award.

The british carmaker sold 194,000 vehicles worldwide in the year 2009.  A world class team of 32,000 globally are the driving force behind the business. In addition to this Land Rover supports more than 210,000 UK jobs through the supply chain, dealer network and wider economy. Sales and profits have risen year on year, with more exciting chapters in the histories of these two brands still to be written.

Objectives:

A majority of today’€™s automobile shoppers start their car search on the internet. Land Rover targeted these online shoppers and wanted to reach out to them on all their devices at every point in the purchasing funnel. In order to do so, Land Rover used cross-channel marketing to engage and interact with customers at a large-scale. The brand primarily used Google to run across Range Rover campaigns on social, display, search and Youtube.

Land Rover’s digital marketing and social media manager Kim Kyaw says that, “Digital is one of the only mediums where you can reach everybody, from the upper-funnel awareness and down to the people ready to buy right now.”Land Rover had defined 3 main objectives:

  • The first and primary objective was to reach consumers at all points of the purchase journey
  • The second objective was to create memorable interactions with the Land Rover brand
  • The third objective was aimed at converting customers into sales

Approach adopted:

  • Created a continuous brand experience with cross-channel marketing
  • Engaged consumers at scale on the Google Display Network
  • Ran homepage masthead and Masthead in Lightbox ads on YouTube
  • Maximized visibility with mobile, search and Google+

Land Rover used the Google Display Network and YouTube in order to create a lasting brand relationship with customers. Kyaw says “YouTube opens up new ways for us to tell our story. We want people to feel exhilaration, and what better way to do that than with assets that really hit all of the senses?” Land Rover ran a YouTube homepage takeover, with an expandable Range Rover masthead ad that played a video whenever it is clicked by viewers. The ad received tens of millions of impressions across all devices and platforms and had an interaction rate of over 12%.

Land Rover then used remarketing to continue engaging and connecting with people who had expressed an interest in the Range Rover, either by visiting LandRover.com website or by watching one of their special Engagement Ads that the company ran on AdWords. Engagement Ads are Ads that expand to play a video clip or other bonus content whenever a user is curious enough to hover over them for two seconds or more.

Masthead ads do more than drive clicks. The ads created an average 3.8x one-day lift in branded searches as well as which was good for Land Rover. This is because strong search marketing is one of the keys to driving traffic to its website. A major mobile presence also helps them capture users at all those moments, as do social media channels such as Google+.

Results Achieved:

Since the year 2011, Land Rover has increased the digital share of its marketing budget from 15% to 37%, and saw sales rise by double digits each year since. Today, an impressive 15% of Land Rover’s sales come from digital marketing—€”and cross-channel marketing as it is taking a growing role. According to Kyaw, “Cross-channel digital marketing has become a cornerstone of our growth as a brand”.

  • 100 million impressions and 12% engagement rate on YouTube homepage masthead
  • 11 million more impressions and 3.85% engagement rate on Masthead in Lightbox
  • Online leads now responsible for nearly 15% of Land Rover’s total sales
  • 10% rise in search ad Click Through Rate (CTR) with addition of social annotations

Learnings:

  • Maximising visibility of the brand on all devices and platforms with mobile, search & social media.
  • Leveraging the power of Youtube as a powerful digital marketing medium.
  • Capturing consumers at all stages of purchasing process.
  • Creating a memorable brand experience using videos.

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Credits: clickz, thinkwithgoogle, articlesfactory, jaguarlandrover, youtube

  • social-media-training

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