Challenge

Mazda, an automotive brand renowned for its focus on performance and style at an affordable price point, has faced the challenge of maintaining their competitive edge through significant monthly investments in paid media advertising. While their SKYACTIV technology set them apart, optimising their online ad spend was a complex endeavour. For companies in every industry, maximising returns on paid media is essential.

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Groupe Beaucage’s team encountered difficulties in determining which advertisements would yield the best results. That is where Hippoc stepped in.

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Their mission was clear: tackle one campaign, consisting of four ads, and show which ad would lead to the best results.

Solution

Hippoc delved deep into Groupe Beaucage’s’s extensive advertising data, leaving no stone unturned. This thorough analysis provided insights into how potential Mazda buyersengaged with their advertisements.

The findings were consistent with a common trend: a staggering 80% of their ads generated minimal revenue.

Next, Hippoc scrutinised four ads crafted by Groupe Beaucage’s team and made predictions about which two would outperform the others. The remaining two ads were reserved for a comparative assessment.

Methodology

The Groupe Beaucage media team established campaign parameters: placement, audience and budget.

Three campaigns were launched representing a different car model (Kia Seltos, Mazda CX-5, and Nissan Rogue). They also provided distinct creative variations, featuring monthly offers for each car model.

Subsequently, Hippoc’s ROI model predicted the performance of the various ad creatives for these three car models. It categorized the ad creatives into two sets for each campaign:

• One for high performance (resulting in a lower cost per lead)

• One for low performance (resulting in a higher cost per lead).

Following this, three A/B test campaigns were launched on Meta, with one campaign dedicated to each car model. These campaigns were designed to compare the performance of the two ad sets, each allocated a daily budget of $80. Across all three campaigns, a notable and significant difference was observed between the low-performing and high-performing ad sets, in terms of generated cost per lead and the number of leads generated.

Results

The outcome exceeded expectations. The two ads identified by Hippoc not only generated 160% more leads but also achieved a remarkable 53% reduction in the overall Cost Per Lead (CPL). This achievement speaks volumes about the effectiveness of Hippoc’s approach.

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Groupe Beaucage expressed their satisfaction with these results, leading to Hippoc becoming an integral part of their paid media strategy. With Hippoc’s assistance, Groupe Beaucage’s team now has the freedom to channel more of their time and energy into creating outstanding ad creatives.