Ducati
Ducati Scrambler in the spotlight: Successful cross-channel marketing for more test drives
Challenge
Ducati is one of the most renowned motorbike brands in the world. The product range is diverse and serves different target groups. At the beginning of the collaboration, the aim was to promote the Ducati brand and, in particular, to advertise the ‘Scrambler’ in a targeted manner in order to generate test rides for regional branches. The brand's quality standards had to be taken into account at all times.
Solution
In order to realise the objectives in the best possible way, a cross-channel marketing measure was chosen. Firstly, data segments were created focussing on the relevant features. This ensured an extremely effective programmatic approach in the upper funnel to draw users' attention to the offer at an early stage. Parallel SEA measures ensured that activated users were directed to the Ducati website. Creatives were adapted to the data & communication strategy. The campaign was also flanked by paid social marketing measures.
Results
In the first campaign period (2 months), more than 10,000 new users were added who spent well over 60 seconds on the websites, which clearly spoke in favour of the traffic quality. In addition, an above-average number of test drives were generated.