Northeast BMW Dealership
2 Series Gran Coupé Launch Event
Reviewing the brief.
Prominent Northeast BMW Dealership needed to generate additional RSVPs for a small exclusive showing of the new 2 Series Gran Coupé.
An uphill climb.
Generating sign-ups for an event through a specific landing page is historically pretty difficult in itself. In this case, we’ve added the limitations of a short 15-day run time and a small budget of only $300 for Facebook spend– this turned into quite the social challenge!
Casting the net.
Our social team was provided a custom list from BMW directly, but they didn’t stop there. Using a special ad audience through Facebook and supplementing with third-party data relevant to the 2 Series, these additional super-refined audiences allowed the team to prospect the right event attendees without wasting spend.
Using the right bait.
Our team created both a video-based ad as well an instant experience ad (also known as canvas) with a full-screen interactive experience for landing page RSVP engagement. Both of the ads, although similar in content, used different ‘Calls to Action’ to bait the right prospective attendee
The key takeaways.
Sometimes the easy route when it comes to social is not always the best. It takes the right combination of creative, audience data, and content to make sure a social ad is generating success, especially when there are the added limitations of time and budget.