CASE STUDY: eBay maximises BMW's first e-commerce programme
Provided by eBay
eBay Advertising maximises online retail media to support BMW's first venture into e-commerce
What was the Challenge / Background of the Campaign?
In March 2011 BMW opened its e-commerce store BMW Direct on eBay.co.uk and became the first car manufacturer to join the hundreds of brands already enjoying eBay's powerful capability to sell new and fixed price goods direct to their customers. For BMW this also meant that for the first time the BMW motoring enthusiast could buy direct from the manufacturer. Working in partnership with the eBay Advertising team, BMW supported the new store with a highly targeted advertising campaign running across all stages of the eBay e-commerce purchase funnel.
What was the Campaign Objective?
Support the launch of BMW's e-commerce programme on eBay.co.uk whilst; Driving awareness and interest of the new BMW Direct Store, Engaging with eBay's community of switched-on, purchase ready BMW enthusiasts throughout the purchase life-cycle and ultimately leading to new customers, incremental sales and revenues.
What was the Solution?
A combination of targeting and placement techniques including; Homepage takeover: reaching 3m visitors and delivering 8.4m page impressions. Category targeting: contextual placement targeting 25% SOV of visitors of the eBay Motors homepage. Keyword targeting: ads served to eBay shoppers searching for 'BMW' or searches of parts/accessories. Re-targeting: ads served to previous visitors of the BMW Parts & Accessories section on the website. Branded partner microsite: content editorial page within eBay Partner Centre to drive BMW brand enthusiasts to the BMW shop-front.
What were the Results?
eBay Advertising has delivered over 72 million impressions and has generated 46% of the sales of the BMW Direct store on eBay.co.uk. Other campaign highlights include: 21% of direct visits to the store came from the eBay Advertising campaign and 36% of customers came from the eBay Advertising campaign. A brand halo effect resulted in 44,000 users who were exposed to the eBay Advertising campaign subsequently visiting the BMW Parts & Accessories section within bmw.co.uk. High performing CTR above campaign category averages for BMW brand searches within Parts & Accessories
What were the Key Learnings of this Campaign?
At eBay Advertising we have a depth of knowledge about our shoppers that is second to none. This explicit, real time data means that we really understand shoppers. As a result, our brand partners are able to target quality potential customers throughout their shopping journeys.
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