For us, this was a collaborative effort with PHD and the first symmetric messaging strategy for ŠKODA Australia. Drawing on PHD’s already hugely successful Dynamic Creative Optimisation (DCO) approach, we completed the link between the ad and the landing page, personalising the user experience.
The diversity of the audience being driven from the dynamic creative ads allowed us to align the landing page content to the customer’s purchase journey, interest and lifestyle, thus driving a significant uplift in conversion metrics.
Despite the success of our DCO approach for ŠKODA Australia in driving customers to the website, there was further opportunity to increase conversions through personalisation of the ad experience.
ŠKODA Australia caters to a wide variety of audiences, so content on the landing page needed to be relevant to specific customers.
A combination of personalisation, A/B testing and heatmapping led to the successful outcome of this campaign.
Brochure downloads increased by +30% for SUV enthusiasts, +58% for Kodiaq enthusiasts and +90% for families.
Further testing and heat-mapping insights also helped inform placement of key content for future campaigns.
Bay 7, 2 Locomotive Street
South Eveleigh, NSW, 2015
Level 6, 650 Chapel Street
South Yarra, VIC, 3141