68% CPL Reduction: Renault UK's Meta Success Story
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La loro storia
As one of Europe's most iconic automotive brands, Renault has spent over a century pioneering innovation, from electric vehicles to Formula 1 racing. In the UK market, they've built a reputation for accessible, reliable vehicles that combine French design flair with practical engineering excellence.
Il problema
Renault UK’s social media campaigns were generating leads at a high cost, and the user journey created unnecessary friction for potential customers. When prospects clicked on Facebook or Instagram ads, they were taken away from the social platform to complete forms on Renault UK website.
This approach resulted in losing prospects at every step:
- Some abandoned the process during the redirect.
- Others found the website forms too lengthy or complex.
- Many simply preferred to stay within their familiar social media environment.
I requisiti
Renault UK needed a solution that would:
- Eliminate friction from their social media customer journey
- Keep prospects within their familiar Facebook and Instagram environment
- Reduce form abandonment through streamlined, native experiences
- Implement advanced validation to ensure only qualified leads reached dealers
- Maintain affiliate performance while optimising their social channels
La soluzione
Renault UK, in collaboration with their media agency MG OMD, partnered with Driftrock to revolutionise their social media lead generation through Meta Lead Ads, transforming the prospect experience from friction-filled to seamless.
Native Facebook Forms: Instead of directing prospects to renault.co.uk, Driftrock enabled
Meta Lead Ads that kept customers within Facebook and Instagram. Prospects could complete forms without ever leaving their social media environment.
Pre-filled Form Magic: Meta's integration automatically pre-populated forms with users' existing Facebook information, reducing completion time from minutes to seconds and dramatically improving submission rates.
Affiliate Channel Optimisation: Continued to enhance existing affiliate partnerships through Automotive Publishers integration, maintaining performance while optimising their primary social focus.
Advanced Lead Validation: Lead Validation, Qualification & Deduplication technology filtered prospects in real-time, ensuring only qualified leads reached dealer partners regardless of channel origin.
I risultati
“Partnering with Driftrock, alongside MG OMD, has strengthened our approach to Meta Lead Ads and helped us reduce friction in the customer journey. Together, we’ve improved lead generation performance and established a collaborative partnership that continues to support Renault’s marketing goals.” Bradley Gooder, Renault UK, Digital & Performance Marketing Lead
The impact exceeded all expectations, shifting from website-dependent campaigns to a highly efficient native conversion model:
- 68% cost per lead reduction achieved through native Meta forms.
- Massive completion rate improvement by eliminating website redirects and using pre-filled forms
- Enhanced user experience keeping prospects within familiar social environment
- Maintained affiliate performance while dramatically improving social ROI
- 5-day deployment from traditional website forms to native Meta Lead Ads
Renault UK's shift from website-dependent social campaigns to native Meta Lead Ads proved that removing friction from the customer journey delivers exponential results, transforming their social CPL into a conversion machine.
