Continental Tyres’ main objective was to become the number one tyre brand that drivers consider purchasing. Differentiating themselves from competitors, and ones in a category that is dominated by generic safety messaging, would be crucial. Continental Tyres are a leading automotive technology brand with 70% of their business existing outside of tyres and have license to talk about safety through the more compelling lens of automotive tech.
Continental Tyres wanted to appeal to three core audiences - Safety Conscious Parents, Automotive Enthusiasts and Technologists. However, the main issue with these audiences is that they tended to only associate Continental with tyres.
We knew that Vision Zero audiences access content through a range of online apertures, from social media to online newsbrands. Therefore, we decided that the best way to approach audiences would be to create a website to build Continental’s association with technology. The site would curate relevant articles from around the internet on automotive tech and safety, alongside original editorial created by Continental. We could then seed out the most salient pieces of content from the website each week through multiple channels, allowing audiences to discover the content where there were online.
What we did
We called the central website Road-to-Zero.com and the media plan for it was focused on three main channels: Facebook, Programmatic Native and PPC. The selection of these channels allows content to reach a specific audience by targeting them behaviourally and contextually.
In first two weeks, we promoted one article a week via link ads and then we increased the number of articles to three a week. By providing Facebook with a selection of ads, we allowed the platform to serve the most relevant content to a specific audience. We also split the audience into age demographic segments. Again, this allowed us to increase the efficiency at which Facebook served the articles to specific users.
On programmatic, we ran a one-month test, in which four native suppliers were given the same tactics and equal budgets to achieve campaign goals. In order to provide greatest reach and user granularity for a programmatic execution, we selected leading players in the native market. We decided that our two best performing suppliers were The Trade Desk and Power Links. The criteria for the tests were click through rate and quality of traffic, judged on average article dwell time. The losing suppliers were cut from the plan but the budget remained the same, meaning the amount of money given to the two best providers was doubled.
Paid search was the final piece of the traffic-driving campaign. By using keywords related to articles on the site, as well as generic car safety and technology keywords, we drove users with a qualified and relevant interest to the site. In order to ensure high CTR at a low CPC we minimised irrelevant traffic by running search query reports and pausing any keywords which are not performing.
In four months we have driven the following results:
- 232k link clicks
- 149k readers
- 12k return visitors
- Facebook reached over 3.5 million people and have driven 124k link clicks, with the average CPC at £0.41 and CPM - £6.69
- Programmatic have driven over 98k clicks, with the average CPC at £0.87 and overall CPM at £6.53
- Paid Search had the highest CTR across all channels. It reached 3.59% with a CPC at £0.61
- Running only one creative for each audience results in a high cost per click.
- Splitting out the audience into age group specific segments increases the efficiency at which Facebook serves the articles to specific users.
- Computer generated images have performed worse that articles published with real images.
- The Automotive audience has performed the best.
- Best performing days: Friday and Saturday.