BMW
REGION
Europe
CAMPAIGN OBJECTIVE
Consideration & Conversion
INDUSTRY
Automotive
PLATFORMS
Frank Guschewski | Team Lead, Business Management Web & Commerce, BMW Group
"Shuttlerock delivered a set of high-quality, sales-focused creative assets that were key for us to achieve outstanding results during our Black Week campaign."
229%
Increase in ConnectedDrive store sales
180%
Increase in ConnectedDrive store revenue
Boosting Black Week Sales with a fit-for-purpose creative package
Iconic automotive manufacturer, BMW, partnered with Shuttlerock on a Black Week campaign aimed at driving sales for their digital products & services, ConnectedDrive.
Retargeting existing BMW owners, along with lookalike audiences within the German and Austrian markets, a comprehensive package of 14 creative assets was produced to fill a variety of placements across Facebook & Instagram in the period leading up to, and during the key sales dates of Black Friday and Cyber Monday.
Background
BMW’s ConnectedDrive offers a broad portfolio of digital services, each specifically designed to complement and enhance the experience of owning a BMW vehicle.
From services such as a personal in-car assistant to navigation and Apple CarPlay configuration—ConnectedDrive’s cutting-edge technology helps to move car ownership into the modern, digital era.
BMW's Challenge
For their Black Week campaign, BMW’s goal was to increase ConnectedDrive store sales by offering a discount of up to 30% on many services and packages. However, most of BMW’s existing creative assets had a strong focus on brand, rather than being geared towards a lower-funnel, direct response objective.
These assets consisted of a set of static images showcasing the different features offered via ConnectedDrive, along with other generic brand imagery. These needed to be repurposed and reconfigured for the Black Week campaign.
The team at BMW also identified that video would be crucial to this campaign's success. On Facebook, direct response campaigns—such as the one planned by BMW—garner much higher conversion performance when they incorporate a mixture of video and static assets.
The Solution
.png)
Choosing Shuttlerock as their Creative Partner for this campaign, BMW was able to transform their brand imagery into a range of performance-driven video ads, along with accompanying statics. Each piece of creative was designed with a “mobile-first” approach in accordance with Facebook’s best practices.
For the videos, this meant that they were kept to a short duration, featuring key messaging within the first few seconds, along with a clear, actionable CTA on the end frame.
In order to give more weight to the sales-focused creative pictured above, BMW also created a separate set of creatives that ran in the period leading up to Black Week—helping to build hype and consideration for the offer.
These assets had a look and feel that was consistent with the rest of the campaign. However, the messaging was adapted to announce and draw attention towards the upcoming sales event.
.png)
The campaign was also given more creative variation in the form of a Carousel Ad (seen below). This utilized a video on the first card to capture attention and prompt audiences to swipe across to see a range of image cards, each representing a different ConnectedDrive special offer. This enabled BMW to condense their Black Week deals into a single ad format with multiple clickable links.
14x
Creative Assets Produced
2x
Markets Served
By employing a comprehensive, unified strategy that took advantage of a number of Facebook & Instagram’s different ad placements, then matching these with optimized, fit-for-purpose creative, BMW were able to achieve strong results. During the campaign, ConnectedDrive online store sales saw a 229% sales uplift, leading to a 180% boost in store revenue.
“Shuttlerock and BMW developed a tailored set of assets to amplify BMW ConnectedDrive on our platforms. With this approach and the right media strategy, they demonstrated the power that Facebook and Instagram have for achieving performance marketing objectives. In a nutshell: good creative drives marketing effectiveness.”
Ben Keller | Client Partner Automotive, Facebook
