Optimized Acura’s digital presence with targeted landing pages and integrated video assets, driving higher engagement and $1.6 million in earned media value.
Digital Marketing Campaign
Overview
Acura, the world’s first Japanese automotive luxury brand, sought to engage potential customers considering competitor luxury vehicles like Audi, BMW, and Lexus. The goal was to intercept these individuals during their purchase consideration phase and introduce them to Acura's lineup through targeted digital strategies.
As the Lead UX Designer, I collaborated with the SEO team and content strategists to develop optimized landing pages and integrate video assets, ensuring cohesive messaging across platforms. My role involved aligning page content with keyword strategies and effectively using video assets to drive user engagement.
Attracted 89,821 organic visitors to landing pages through targeted search strategies.
Generated $1.6 million in earned media value over the campaign.
Boosted user engagement and brand consideration with comparison-focused content and video integration.
In an era of diminished brand loyalty, car shoppers are more open to exploring various automotive brands. Acura faced the challenge of intercepting potential customers who were initially considering competitor luxury vehicles and persuading them to consider Acura's offerings. The objective was to engage these individuals during their online research phase and provide compelling reasons to include Acura in their consideration set.
To inform our strategy, we conducted comprehensive research:
Competitor Analysis: Examined the strengths and weaknesses of key competitors to identify opportunities for differentiation.
Keyword Research: Collaborated with the SEO team to identify high-traffic competitor-branded keywords for targeted search strategies.
User Behavior Analysis: Studied online behaviors of luxury car shoppers to understand their decision-making processes and content preferences.
We developed a multifaceted Conquest Program designed to intercept and engage potential customers through various digital touchpoints.
Key components included:
Search Interception: Utilized competitor-branded keywords in both organic and paid search strategies to capture users searching for competitor vehicles, directing them to Acura comparison content.
Engaging Landing Pages: Created tailored landing pages with optimized content, allowing users to compare their initial luxury vehicle choice with an Acura model in the same class. Pages featured detailed specs, options, pricing information, and prominent CTAs.
Integrated Video Assets: Worked with video assets produced by internal teams to showcase head-to-head comparisons and highlight Acura's advantages on landing pages and social media.
Prominent Calls-to-Action: Encouraged users to build and price an Acura vehicle, explore special offers, request a quote, or find a dealer, facilitating movement down the purchase funnel.
The Conquest Program yielded significant engagement and brand consideration:
Organic Traffic: Attracted 89,821 total organic visitors to the targeted landing pages.
Earned Media Value: Achieved an average of $94,800 per month in earned media value, totaling $1.6 million over the campaign's duration.
Enhanced Engagement: Increased user interaction with comparison content and videos, leading to higher consideration rates for Acura vehicles.
This project underscored the effectiveness of targeted digital strategies in influencing consumer consideration:
Collaborative Success: Partnering with the SEO and video teams ensured cohesive messaging and alignment across content and visual assets.
Strategic Interception: Engaging potential customers during their research phase with relevant content successfully shifted brand consideration.
Integrated Content Approach: Combining search strategies with engaging landing pages and compelling video content created a cohesive user experience that drives engagement.