About the client
CarNext ( www.carnext.com ) CarNext is a subsidiary of Leaseplan, one of the world’s largest providers of operational leasing and fleet management for passenger cars. Carnext sells used cars from Leaseplan that have had only one previous owner. It guarantees its customers full transparency regarding the car’s service history and high-quality vehicles that have been well maintained throughout the operating lease period.
Brief:
The brief was to take over the management of online marketing and achieve at least the same results at less than half the cost
of the previous management (see below for details). We had three months to test the feasibility of this requirement.
The main arguments
on which the online marketing strategy
was to be based were the company’s reliability, good reputation and excellent references (a 9 out of 10 rating on Google ranks among the best in the Czech Republic).
The brief was specific in its structure – CarNext is both a commercial website and an e-shop. The purchasing process is complicated given the nature of the product.
On the website, a customer can:
- Leave a lead and wait to be contacted by a sales representative
- Purchase a car directly from the e-shop
The aim of the campaign was then to maximise both conversion paths.
When implementing the campaign, we needed to overcome three main obstacles:
The client is unique in that they decided to separate the management of their online marketing from that of their Dutch headquarters. Throughout 2020, the headquarters managed online marketing collectively for all countries, which brought with it certain disadvantages – primarily the inability to adapt the strategy and parameters to local conditions. This ultimately resulted in high budgets spent on display, search and Facebook advertising, with less than satisfactory results relative to the amount invested. Therefore, the marketing management of the Czech branch opted for a local approach, expecting to achieve at least the same results at less than half the cost.
We built the entire campaign from scratch – without access to account history. The decision to choose us came overnight, and we had to start creating and managing the campaigns within 24 hours. Sharing access details, answering queries, etc., was quite complicated due to the need to communicate with the Dutch head office and corporate rules on sharing access.
Setting up analytics tracking in Google Analytics was very complicated and completely incomprehensible to the average user. We therefore had to map out all types of goals and their various interconnections. This then significantly influenced the integration with advertising systems and the setup of micro-conversions for the best possible campaign optimisation.