How playful films and photos combined with data-driven optimisation resulted in multiple sales enquiries.
Client
Scania
Services
- Strategy
- Concept
- Copy and text production
- Video
- Distribution
How we drove online traffic to Scania’s truck configurator tool.
Challenge
For the past couple of years, Scania has had an interactive Scania Configurator service on its website. It is an online tool where drivers and truck buyers can customise their own truck with their own unique design, and then request a quote from the company for a truck that exactly matches the needs.
Scania wanted to create more interest in the service and drive online traffic to the site, to generate sales leads and obtain a positive return on investment. The marketing push focused on Sweden and the UK.
Solution
We started by analysing previous similar campaigns. We worked with the client to develop the personas and professional profiles that we wanted to reach. We mapped behaviours, interests and the channels where the target groups tend to be most. As a result we chose Linkedin, Meta and Google Search as the channels for the campaign.
Then it was time to establish the creative concept. Here, we wanted to showcase Scania’s truck configurator service in a playful, humorous way that is easy to absorb in a short format in social media. In addition, we wanted to show the endless possibilities of the tool, the incredible range of choices in designing one’s own dream truck.
The result was a collection of films and photo ads that take inspiration from the world of dating apps: we follow a haulage owner who swipes past various trucks. In this way the truck owner contributes a human perspective, with the “live swiping” of different trucks sparking recognition and curiosity in the viewer to make them stop and look at the content.
Real-time optimisation was a big part of the campaign. We adjusted and refined the content, placements and target groups based on the data from viewer interactions.
Results
The goal of the campaign was to drive relevant web traffic to the site that would also convert leads, in this case into requests for quotations. We therefore set up the campaign as a conversion campaign to find the most relevant traffic.
Real-time optimisation was a big part of the campaign and we adjusted and refined the content, placements and target groups based on the user engagement data that we were receiving.
Over the course of the campaign, we evaluated the results based on cost-per-conversion and other metrics such as clickthrough rate, cost-per-mille and cost-per-click. We sent the client weekly reports featuring the latest results and insights. When the campaign was finished, we produced a larger campaign report summarizing results, lessons learned and recommendations going forward.
The campaign was very successful and the customer was very satisfied. Scania received many requests for quotations and good insights into the target group that it could work with in the future. The client also learned interesting lessons about how the markets differ and which content and channel perform best in each market.
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Would you like to find out more?
Isabel Svensson
Head of Distribution
+46 (0)76 170 57 53
[email protected]
