How Nissan Combined Branding and Conversion
Nissan is a global full-line vehicle manufacturer that sells more than 60 models under the Nissan, Infiniti, and Datsun brands. In fiscal year 2014, the company sold more than 5.3 million vehicles globally, generating revenue of 11.3 trillion yen.
To ensure that the new Nissan Qashqai received maximum media exposure, Outbrain and OMD recommended combining positive earned media amplification (from specialized and general press) with a retargeting program.
Their goals:1.Branding: Get the new Qashqai discovered by a wide targeted audience.2.Conversion: Drive engaged users to Nissan ́s website to book test drives.
“ Amplifying highly positive press represents a huge potential for brands, especially for the automotive industry. “- Wahiba Bourgou, Digital Buying Director, OMD
Nissan began by significantly boosting its earned media by amplifying through Outbrain’s network of sponsored links. Thanks to the reach (over half a billion unique users globally), Outbrain was able to guarantee Nissan the scale to reach a highly qualified audience.
Outbrain’s technology allowed Nissan to easily create and qualify an engaged audience, thanks to algorithms based on contextuality, popularity, temporality, behavior, pricing, geography, and device type.
Then, to optimize conversion and retargeting, the audience that was exposed to the positive reviews were retargeted to visit Nissan ́s website to book a test drive. This was implemented through the integration of an App Nexus tracking pixel provided by OMD.
Outbrain helped Nissan boost their launch visibility with over 54,000 visits to the positive reviews and 23 million impressions on Outbrain’s network. Nissan dropped its CPC down by 28% as the campaign optimized.
Views of earned media
Impressions on Outbrain's network
Lower bounce rate
Lower acquisition cost