About Chevrolet India
Chevrolet India came in India in 2003. Chevrolet is doing business in more than 140 countries and selling more than 4.5 million cars and trucks in a year.It was founded in Detroit by Louis Chevrolet and William C. Durant in the year 1911. Since 2003 it has become one of the fastest growing automobile company in India. The cars provided by Chevrolet India in Indian market are :- Spark, Beat, SAIL Hatchback, SAIL Sedan, Cruze, Tavera, Enjoy and Trailblazer. The main aim of Chevrolet India is to provide its customer with fuel-efficient cars that have expressive design which are of high quality and have a spirited performance.
‘Facebook’s sophisticated targeting tools allowed us to reach the right people on a massive scale, which translated into a significant lift in brand favourability and purchase intent. Facebook has been instrumental in reintroducing a new generation of car fans to our Chevrolet Cruze.’ – Jack Uppal, VP Marketing & Customer Experience, Chevrolet India
Strategy Adopted by Chevrolet India
Goal of Chevrolet India
Reaching potential buyers
How did Facebook help
Through Facebook Page Post Engagement adverts one can use it to extend the Page posts beyond one’s Page and inspire people to take action it helps in sharing information about the business with people. And with insights such as how many people liked, shared or commented on the advert, Page Post Engagement adverts help us to understand the kinds of stories and content our prefered audience likes so that we can create more of what they love.
Strategy Adopted by Chevrolet India
Chevrolet India’s Success
1) 8-point lift in ad recall (72% higher than the global benchmark for the automotive industry)
What is ad recall lift ?
An ad recall lift (people) is the estimate number of people that are likely to remember the ads within 2 days. It available for ads to improve their brand awareness, video views and Page post engagement objectives.Ad recall surveys historically included a percentage of people who said they’ve seen a ads when they weren’t even shown to them.Estimated ad recall lift (people) is an estimate only, and may be imprecise.Bases of the calculations is on the amount of time people spend looking at an ad; data shows the longer they spend, the more likely they are to remember it. Many other factors influence ad recall including:
- The creative: images, video, text and links
- Existing awareness of the brand
- ad’s audience
What is Facebook Brand lift ?
The goals that matter, such as ad recall, brand awareness and message association are been measured using brand lift .Brand lift allows to see how people really feel about a brand. Are people aware of the brand? Do they remember it? Do they want to buy from them? It uses a gold-standard experimental design in measuring the impact of advertising and marketing efforts. Facebook rigorous measurement methodology provides more confidence in the results we get and help in measuring the success of the campaign. One can then optimize campaigns based on the results to ensure that campaigns are reaching maximum performance.
3) 7-point lift in purchase intent (97% higher than the global benchmark for the automotive industry) by running ads on facebook Chevrolet India was able to increase its sales as there was significant increase in the purchase intent.
Purchase intent- Is a measure of the probability that a consumer will purchase a service or product.It monitor and measure the advertising and marketing effort because brands want to spend money engaging and audience that is in the market for their product service. If a brand spend money on an audience which is not the target audience than all the money spend on building the brand will go in waste as that audience will never buy the product only despite showing regular ads.
4) 7.3 million people reached (an average of 3 times each) Chevrolet India used Facebook boost post to reach maximum number of target audience and it was able to reach 7.3 million people ,as it appeared on people’s news feed as sponsored ads.