BMW X used extremely targeted acquisition to deliver a +34% uplift in test drives, all from users who had not previously visited their website.

Challenge

BMW is part of the “German Big 3” luxury automakers. Every winter, the advertiser promotes the “X-Drive” technology, a cutting edge four-wheel drive solution. In 2013, BMW wanted to expand its marketing strategy to web users beyond retargeting, with a proven cost per lead. The X-Drive campaign was tracked with comScore vCE solutions to make sure Criteo exposed on-target prospects.

Solution

Criteo’s ability to expand the retargeting campaigns specifically to new users, on a pure CPC basis, was the perfect solution for addressing BMW’s acquisition targets. Criteo real-time optimization solutions helped expose true new prospects, while generating a significant number of incremental leads (leads were validated online test drives).

Outcome

The campaign was delivered towards on-target web users and delivered a strong added value to retargeting.

• Exposed users were skewed towards internet users earning more than 55K€ a year (+27%).
• They were twice as likely to visit OEM automotive sites than average Internet users (26% vs. 12%).
• 62% of exposed users visited automotive websites (including OEM).
• The acquisition campaign generated a 34% uplift in test drives from users who did not visit BMW’s website.