Optimized Acura’s digital presence with targeted landing pages and integrated video assets, driving higher engagement and $1.6 million in earned media value.
Acura is a luxury automotive brand known for crafting performance-driven vehicles with innovative technology and sleek, modern design.
💡 Key Insights
In an era of diminished brand loyalty, car shoppers are more open to exploring various automotive brands, presenting an opportunity for Acura to attract new customers through strategic digital 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.
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.
💡 Key Insights
Understanding the online behaviors and preferences of luxury car shoppers was crucial in developing content that resonated with potential customers and encouraged them to consider Acura vehicles.
To address the identified challenges and align with Acura's goals, 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 calls-to-action.
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.
💡 Key Insights
Integrating comparison-focused content and engaging video assets effectively captured user attention and encouraged consideration of Acura vehicles.
The Conquest Program successfully intercepted potential customers during their research phase and provided compelling reasons to consider Acura vehicles. The key elements of the solution included:
Targeted Search Strategies: Effectively captured users searching for competitor vehicles and directed them to Acura comparison content.
Optimized Landing Pages: Provided detailed comparisons between Acura models and competitor vehicles, highlighting Acura's advantages.
Engaging Video Content: Showcased head-to-head comparisons and highlighted Acura's strengths, enhancing user engagement.
Clear Calls-to-Action: Facilitated user progression down the purchase funnel by encouraging actions such as building and pricing a vehicle or finding a dealer.
⭐️ Key Feature
The integration of video assets on landing pages and social media platforms effectively showcased Acura's advantages and engaged potential customers.
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.
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.
The success of this project has positioned Acura to continue leveraging targeted digital strategies to engage potential customers and influence brand consideration. The Conquest Program provides a scalable foundation for future campaigns and initiatives.
💡 Key Insight
Engaging potential customers during their research phase with relevant content successfully shifted brand consideration and increased engagement with Acura vehicles.
This project underscored the effectiveness of targeted digital strategies in influencing consumer consideration. By collaborating with SEO and video teams, we ensured cohesive messaging and alignment across content and visual assets, successfully engaging potential customers during their research phase and encouraging them to consider Acura vehicles.