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BMW New Zealand & realestate.co.nz
Case study March 2018
The situation
New Zealand’s prestige vehicle segment is small by global standards at only 5–6% of the market. BMW is New Zealand’s leading luxury car brand. They have succeeded by pursuing marketing innovations to defend the number one sales position against competitors.
The challenge
BMW’s aim was to grow the overall prestige segment by reaching out to recruit new buyers.
This has become harder since data protection laws prohibited LTSA vehicle ownership details being sold for marketing purposes. Moreover, fragmentation of media caused by proliferation of digital channels and decline of traditional print and press media increase the costs and complexity of recruitment while decreasing overall effectiveness.
The solution: realestate.co.nz
Forward-thinking brands like BMW seek out smarter options to reinvent how and where they connect with new buyers.
Which is why they turned to us, realestate.co.nz. With over 1 million unique browsers every month, we appeal to a wide audience of property buyers. Our user data sample is constantly fresh and makes us the perfect partner for ambitious brands like BMW to target high value consumers across New Zealand.
BMW’s goals for engagement with realestate.co.nz were clear
Demonstrate effectiveness
Promote BMW’s new vehicles to a wider New Zealand audience.
Drive response
Measured through engagement and interaction with bmw.co.nz.
Optimise the activity
Evaluate audiences and advertising formats to identify what’s best for BMW.
realestate.co.nz’s approach
The campaign operated on multiple layers. Display and high impact activity delivered maximum reach to drive awareness and consideration.
The smarts behind our approach are our unique data capabilities. Custom audiences were created for BMW to increase relevance to their target audience among realestate.co.nz users.
- Audiences were generated based on a users’ search criteria and browsing behaviour.
- Unique factors like bedroom numbers, search location and price range searches allowed us to group users into inferred segments like ‘Wealthy families’, ‘Affluent youth’, etc.
- Run of site display activity saw native advertising and banners served to a wide range of users, regardless of their position on the new vehicle or property buying journey.
- High impact placements drove maximum exposure through homepage takeovers, mobile leaderboards and large format banners with 100% share of voice for an entire day.
- Complementary targeted activity focused on the active target market to buy a new BMW vehicle.
- Standard advertising units were displayed to audiences using realestate.co.nz’s data management platform (DMP), ensuring that we reached the users most likely to convert.
“We saw much higher click-through rates on desktop compared to mobile... This bodes well for the effectiveness of rich media and higher impact placements on realestate.co.nz.”
The results
Goal 1: Demonstrate effectiveness
- We delivered a significant amount of traffic to BMW’s X3 campaign, reaching 323,797 individuals.
- The campaign delivered 4,483,909 impressions generating 8,428 clicks = 0.19% click-through rate.
Implication: realestate.co.nz traffic delivers valuable audiences at scale.
Goal 2: Drive response
- Proof of effectiveness was shown in the high levels of engagement from those users.
- BMW X3 banners drove average bmw.co.nz on-site session times of 2:55 minutes, compared to an average session time of 1:93 minutes.
Implication: realestate.co.nz’s data platform generates higher quality leads.
Goal 3: Optimise the activity
- The combination of layers delivered clarity of results. On-site 300x600 assets provided the strongest click-through rates.
- Once on bmw.co.nz, users who had clicked on native banners showed stronger engagement, with sessions 1.5 times longer than those from comparable standard traffic drivers.
- Homepage takeover units delivered outstanding performance with incredibly strong click-through rates of 0.77% and session times of 3:19 minutes.
Implication: realestate.co.nz’s high impact placements drive superior results.
The ultimate prospect driving machine
realestate.co.nz’s unique data drove the strongest results. Targeting inferred audience segments saw an uplift in click-through rates of 25% when compared with run-of-site activity. This demonstrates the effectiveness of realestate.co.nz’s data management platform.
For BMW, conversions are the strongest demonstration of effectiveness. In addition to strong click-through rates and engagement with our display suite, strong conversions were seen at BMW’s end.
Where standard awareness activity delivers 0.08%, realestate.co.nz’s traffic saw double that, with a conversion rate of 0.17%. An incredible 112% increase in conversions.
Mirroring longer session times, this illustrates the engaged nature of realestate.co.nz’s users.
Implication: Higher quality traffic improves BMW’s retargeting of qualified users.
