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Lifts consideration 450%

Rocket Fuel's ability to optimize brand metrics such as consideration in real time proved to be a significant asset to our online advertising. They helped Buick drive consideration among customers new to the Buick brand and engage the next generation of consumers."

Julie McCale, Supervisor
Starcom
 
Goal

Build Buick awareness and conquest other luxury brands

Challenge

Meet or exceed goal, on time and on budget

Products Used

Direct Response Booster

Advertiser

Buick is an American automobile division of the American manufacturer General Motors (GM). For much of its existence in the North American market, Buick has been marketed as a premium automobile brand, selling entry-level luxury vehicles positioned above its mainstream GM stablemate Chevrolet, and below the flagship Cadillac division. Buick holds the distinction of being the oldest active American marque of automobile, and the original Buick Motor Company was a cornerstone of the establishment of General Motors in 1908.

Goal

  • Build top-of-mind consideration for Buick brand
  • Conquer other luxury brands
  • Reach younger drivers

Challenge

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

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

Products Used

  • Direct Response Booster

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 
  • 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

Watch your results blast off with Rocket Fuel. Complete this short form and an Account Executive will contact you to discuss your campaign needs.

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