February 2021
Project summary
We helped Carnext, a used car dealer and subsidiary of Leaseplan (now Drivalia), increase the number of leads by 38–181% (depending on the period) and e-shop sales by 128–429% (depending on the period) in e-shop revenue, whilst reducing online marketing costs by an average of approximately 60%. The key to success is a comprehensive data-driven approach and smart process automation.
The brief was to take over the management of online campaigns for the sale of used cars and achieve at least the same results at less than half the cost of the previous management. We had three months to test the feasibility of this requirement.
| Client: | Drivalia Lease Czech Republic (formerly LeasePlan ČR, s. r. o.) |
| Project launch: | February 2021 |
| Price: | in the low millions of CZK, including media |
| Segment: | B2C |
| Industry: | vehicle sales |
| Services: | campaign performance management and automation |
Drivalia Lease Czech Republic
At Drivalia Lease, we see it as our mission to provide you with innovative, sustainable vehicle operating lease solutions, regardless of who you are and where you need to go – so you can focus on other things.
DRIVALIA operates in more than 30 countries and has over 50 years’ experience in helping both large and small companies reduce costs and simplify fleet management. Our bespoke fleet management solutions fit your strategy and budget; we offer exactly the level of outsourcing you need.
The Brief
The brief was to take over online marketing management 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 was to be based were the company’s reliability, good reputation and excellent references.
The brief was specific in its structure – Carnext is both a business website and an e-shop. The purchasing process is complicated due to the nature of the product. On the website, a customer can:
– leave a lead and wait to be contacted by a sales representative, or:
– order a car directly via the e-shop. The aim of the campaign was therefore to maximise both conversion paths.
Campaign Objectives
- the same number of hard conversions
- with half the marketing budget
- the same volume of business transactions
- with half the marketing budget
Solution design and implementation
Up to 429% increase in revenue
- Comprehensive campaign audit: Identification of shortcomings in campaign management and website presentation, proposal of measures and their partial implementation within the remit of the Czech office.
- Data-driven automation: Use of two independent feeds (marketing and sales) for up-to-date data on the product range and recent orders. Campaign automation tailored to specific vehicle types.
- Performance campaigns: Campaign management on Google Ads, Sklik and Facebook using best practices, ad copy automation and dynamic ads.
Project results
The project was launched in February 2021 and has shown significantly positive results from the very beginning. In the first three months, hard conversions and sales transactions more than doubled compared to the same period the previous year, while the budget was reduced by more than 60%.
Client testimonial
Winner of the WebTop100 2022 competition
In 2022, this project won first place in the prestigious WebTop100 competition in
the “Digital Transformation” category with an overall score of 88%.
Weighting: 25%
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Winner of the IEA 2022 competition
This project won first and second place in the
prestigious Internet Effectiveness Awards in 2022.
Performance marketing
Solution type
Automotive, transport services and logistics
Industry category