The challenge

The three main objectives of the Retail Group’s campaigns were to drive measurable leads across a key range of focus areas; support the launch of new branding and website for Mercedes-Benz Retail Group; and excel the business during key seasonal moments such as new number plate registrations.

The campaign needed to be agile, work with a range of stakeholders and deliver both short goals and longer term success.

The Broadplace approach

Broadplace and the marketing team at Mercedes-Benz Retail Group (MBRG) started by mapping the keys moments of a customer’s buying cycle to an appropriate channel, to provide both reach and engagement at crucial moments. The focus on moments, as opposed to channels allowed Mercedes-Benz Retail Group to construct a unique 360° view of their customers like never before.

Using Google’s search and display network, Microsoft Advertising via the Bing platform and Facebook’s dynamic ad format, Broadplace brought that 360° strategy to life.

Using in-market signals, search intent and previous user behaviour via remarketing, the campaign has continued to develop throughout. Despite challenging circumstances and external factors (Brexit, COVID etc.) the performance of the campaigns continued to generate excellent results.

The results

The holistic digital campaign now drives the lowest cost per lead and highest volume of leads amongst all of MBRG’s channels and marketing mix. The digital campaign is also influencing and supporting their activity in other media.

Online enquiries continue to increase month to month, with key lead types such as phone and email enquiries significantly up over the 4 year period.

Internally, the Retail Group team have much better visibility on the demand and performance of the individual dealerships, models and car types. This insight is driving the decision making for the future strategy of the group.