How to increase leads in automotive financing

We cooperated with our partner CJ Worx to help the automotive branch of a multinational financial services organization.

This brand is a leader in automotive financing in Thailand, specializing in loans for new and used cars, as well as car refinancing.

The Challenge

As a leader in automotive financing products, the brand is facing increasing pressure from both financial services as well as auto manufacturers. As a result, acquiring new customers is becoming more difficult, and the cost of customer acquisition is rising.

With the Data Activation Platform of Supermetrics (formerly Relay42), the marketing team aimed to optimize their targeting across channels and thereby make customer acquisition more effective and efficient.

The team's key objective was to gain a deeper understanding of their prospective customers' behavior across complex journeys, to anticipate their needs and be able to respond to each one with the right message, at the right time, on the right channel.

Key objectives:

• Increase the leads for car loans while optimizing the media spend on the main communication channel, Facebook.
• Personalize the communication based on the preferences of each website visitor.
• Enable the marketing team to manage all campaigns through a single central hub.

The Solution

For their first use case, the marketing team focused on driving leads through Facebook — the most influential communication channel in Thailand. For this use case, the marketing team connected the brand’s website and the Facebook channel.

As the brand only provides financial products for car purchases, they partnered with a car dealer and established a second-party data connection to capture visitors’ interest in particular car models.
The marketing team compared the results of the use case with the performance of their campaigns before onboarding Relay42 and were pleased to learn that the use case significantly outperformed their expectations.

Results

With Relay42, the brand was able to achieve a 465% increase in leads — 3 times more than their initial KPIs. This highly personalized strategy also optimized the media spend, resulting in an 84% reduction in cost per lead (CPL) .

Here's what the new customer journeys looks like: