Rocket Fuel drives brand awareness and 450% lift in consideration for Buick

Lifts consideration 450%
Lifts consideration 450% results

Results

  • Increased consideration lift by more than 450%
  • Leveraged real-time in-banner surveys to efficiently optimize the campaign to the audience segments with the highest lift based on the brand metrics that mattered
  • Targeted and conquested competitive brand segments
  • Boosted awareness and consideration the most among 25- to 34-year-olds
  • Brought new pool of intenders to the Buick brand (45% of people who responded that they “would consider Buick” had never owned one before)

Objective

  • Drive awareness of the Buick Summer Event
  • Build top-of-mind consideration for Buick brand while increasing hand-raiser behaviors (request a quote, locate dealer, and request a brochure)
  • Conquest other luxury brands (Audi, Lexus, Volvo)
  • Reach younger drivers to increase awareness and drive consideration

Big Data audience discoveries

When advertisers work with Rocket Fuel, their advertising learns and improves. What did we learn about the ideal audience for Buick? They tend to be:

  • In-market auto buyers and intenders
  • Demographics: 25- to 54-year-old men and women
  • Lifestyle Segments: Luxury, Food, and Travel

Products Used

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