Leading the way

BMW

Advertiser

Driftrock

Marketing Partner

Success Story

The iconic German car manufacturer reduced its cost per lead by 56% and saw a 2.8X increase in leads when it switched to Facebook lead ads.

56%

lower cost per lead

2.8X

increase in volume of leads generated


Their Story

Legendary German engineering

BMW has been producing superior cars, motorbikes and engines for over a century, and is one of the world’s best-selling luxury automakers.

Their Goal

Taking lead ads for a test drive

BMW wanted to see how Facebook lead ads would perform as a scalable ad format, while maintaining its usual standards of creative excellence and customer experience. Its goal: to get people to enquire about test drives and request a brochure.

From a creative and user experience perspective, lead ads provided a perfect combination of bringing together the key criteria for designing for Facebook News Feed, while still supporting our internal legacy systems. This allowed any of the leads we acquired through Facebook to be sent straight to our CRM, while reaching our existing fulfilment service level agreements. We’re thrilled with the results.

-Kathleen MacLean, FCB Inferno


Their Solution

A more enjoyable journey

Facebook’s lead ads give customers a fast, simple-to-use form, allowing them to easily sign up to make enquiries and receive information. To make this process even more seamless, BMW worked with Facebook Marketing Partner Driftrock, using its full range of lead ad solutions.

 

BMW’s legacy web forms required detailed information that was time-consuming to complete. In addition, BMW needed to include a local dealer search, advanced opt-out options and detailed legal information on its forms. To improve people’s lead form experience and increase conversions, BMW worked with Driftrock to build a shorter lead form journey that allowed people to easily sign up for information. The final steps are completed on BMW’s website, providing a seamless experience for customers by allowing them to immediately find a dealer near them for a test drive.

 

BMW used Driftrock’s lead ads custom CRM (customer relationship management) integrations user interface to follow up on leads as fast as possible. This included both data transformation rules to convert to model IDs and CRM field mapping. It was essential to track and optimise leads generated through Facebook lead ads, so BMW added a Facebook pixel to its website.

 

Driftrock also developed a Live Leads technology, which overlays enquiries for the various car models on an interactive map, that allowed BMW to see where the leads for each model are coming from.

Their Success

Moving ahead

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Lead ads generated outstanding results for BMW. Their impressive performance has ensured that they continue to play a key role in the BMW’s 2016 lead generation plans, and it plans to roll out similar campaigns for other BMW series. Highlights of the lead ads campaign, which ran for 2 months starting in January 2016, include:

 

  • 56% lower cost per lead
  • 2.8X increase in volume of leads generated