How Honda lowered cost per test drive lead by 74% by targeting multiple stages of the customer lifecycle

El desafío

Honda UK and the Honda Dentsu Media Europe team approached Driftrock with the mission of driving down the cost per lead for their Facebook ad campaigns at all stages in the customer lifecycle, whilst ensuring leads arrived in the hands of retailers quickly for a high-quality customer experience. Honda was using landing pages to collect Facebook leads but wanted to offer a better user experience across mobile and desktop devices and reduce drop off rates.

La solución

We partnered with Honda Dentsu Media Europe to create Honda UK’s first native lead generation campaign on Facebook. We used Facebook’s Lead Ad format to offer great customer experience across desktop and mobile devices and remove the friction associated with traditional lead generation landing pages.  

In partnership with Driftrock, Honda Dentsu Media Europe executed a lead generation Facebook campaign aimed at acquiring test drive leads for Honda’s CR-V S Plus model. The campaign was divided into two stages of the customer consideration process.

1. The initial prospecting campaign used a Facebook Lead Ad to target audiences living in rural areas and audiences showing an interest in luxury brands.
2. The second stage of the customer lifecycle retargeted Honda website visitors and audiences who engaged with Honda’s Facebook video content to further nurture their interest in the CR-V S Plus model and drive test drive leads.

An essential requirement of the campaign was ensuring leads arrived securely and rapidly with the correct dealership in the network.

Honda UK leveraged Driftrock’s lead sync technology to ensure leads arrived quickly, as well as Driftrock’s Dynamic Store Lookup feature enabling customers to search for their nearest and preferred dealership.

Due to the complexity of the data transfer, Driftrock enabled transformation and mapping data with Honda UK’s custom CRM system, to ensure leads arrived safely and securely.

In addition, Driftrock Segments offered detailed lead analysis providing valuable insight into the campaign performance. Driftrock’s Segments tool tracked the proportion of leads interested in a brochure over a test drive and made reporting on the results of the campaign fast and easy. Driftrock also helped uncover interesting findings such as the number of leads who expressed interest in other Honda models after engaging with ads for Honda CR-V S Plus.   

Resultados

• 200% increase in conversion rates compared to standard link ads
• 74%  decrease in cost per lead across all stages of the funnel
• 67% decrease in CPL for prospecting campaigns
• 51% decrease in CPL for retargeting campaigns
• 17% lower CPL within Prospecting audiences vs. Retargeted audiences

The technology used

• Facebook Lead Ads to create a simple, mobile-friendly user experience
• Driftrock’s Facebook Lead Sync with Transformation & Mapping to enable seamless integration with CRM.
• Driftrock Dynamic Store Lookup to ensure the location search was kept up to date with the Honda UK dealer database.
• Driftrock Segments to gain insight into campaign performance and adjust strategy.

“Driftrock has really helped to improve user experience across our direct response advertising on Facebook. By not driving users away from the platform, we have managed to significantly decrease our overall cost per conversion through the channel. We’re looking forward to seeing how this can help across all our activity for Honda.”

- Alexandra Michalska, Honda Dentsu Media Europe -