Promoting a new range of financial products for Whatcar Finance (Haymarket).
The challenge was on how to relay the new products to their core audience, as well as deliver brand awareness to consumers looking elsewhere for finance hoping they would prefer the appeal of a company in the Car sector.
We first agreed on a CPA that was achievable after doing research into their audience and analytics, our goal was to produce leads under £20.
We created a strategy to meet the target of breaking even in the first 6 months and allow the account to become self-funding so we could scale.
Several advertising channels were utilised to capture the audience and generate interest in the early stages of the buying cycle, following through to educational messages and brand awareness to drive conversion.
By managing the entire user journey, from initial PPC advertising through to landing page engagement, Application and Qualification we could improve drop off at every stage and improve overall conversion by over 12%.
Xcite Digital have run a number of successful marketing campaigns for us and when doing so feel like an extension of our team, their cross channel marketing programme has given an additional revenue stream we could not have delivered in-house.
Graham Ede (Haymarket)
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