Push notification campaign: KIA triples CTR to 17%
For the performance-oriented KIA campaign (Kia Xceed / October 2019), KIA sought new formats that support a CTR-focused and lead-oriented DO phase. Due to the good experience of working with wogibtswas.at GmbH, a member of the Offerista Group, appropriate targeting options for a new setup have been developed for the supervising agency Havas Austria.
The campaign had two main goals:
- Optimise options for targeting low-funnel users interested in competing car brands who have stayed longer at defined dealer locations and have been active in the app within the past eight weeks.
- Generate relevant traffic on the Kia landing page to increase new leads.
The defined target groups were addressed via the wogibtswas app for a period of eight weeks at the defined POIs using mobile push notifications with the advertising message; the targeting was further optimised over time to achieve even better KPIs. The framework:
- Push message and visuals were always identical
- Recurring link always externally to the Kia landing page
Within four campaign phases during which the targeting of push notification recipients was steadily optimised the CTR was almost tripled from 5.93% to 17.43%.
Conclusion of Havas Austria: “The CTRs we achieved are outstanding and prove that the defined targeting criteria for KIA offer great potential for optimising the quality of the target group. We’ve never been able to achieve such high CTRs before and will integrate geo-technologies with push notifications as an integral part of upcoming campaigns to generate relevant traffic.
“wogibtswas.at offers us many contemporary tools for reaching customers digitally, from constant digital product marketing to precise, geo-based push notifications. In particular, the variety of options for addressing the most valuable target group and avoid scattering losses offer great added value.“
As Offerista Group we submitted our successful case study with Kia in the category “Retail Marketing, Service & Store Design”. With the support of our customers, we achieved third place at the Best Retail Awards in our category in the user voting. Thank you for your trust!
As a shopper marketing network, Offerista Group GmbH offers tailored digital solutions for the location-based marketing of offers and branches. Offerista implements cross-channel campaigns to ensure that advertising messages are transported across a wide range of user-relevant channels. We make consumers so curious about products that they go to the shops and buy them. With a team of more than 120 employees throughout Europe, Offerista provides cross-channel support for retailer and manufacturer brands across all industries at every point in the customer journey. In addition to its headquarters in Dresden, it has further sites in Berlin, Essen, Vienna, Sofia, Budapest and Bucharest. The managing directors are Tobias Bräuer and Benjamin Thym.
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