CASE STUDY
BMW Facebook Messenger Experience

BMW_blanco
1700+

Conversations
6200+

Link Clicks
231000+

Reach

Client

German-based automotive manufacturer BMW, wanted to promote its new BMW 3 Series Sedan to connect closer with its consumers in South Africa.

Goal

To reach their target audience on a more personalised scale through Facebook Messenger as part of the campaign to highlight these technologies when introducing their new BMW 3 Series to their targeted audience.

StrategyBMW_SA_gif

Adglow's solution was to reach BMW’s target audience with click to messenger ads, targeting a higher household income, two different age groups, and a look-a-like audience for each.

We knew this would satisfy our target audience as they were able to receive one-to-one personalised attention at the click of a button. This ad was also served to their newsfeed so they didn’t need to go anywhere in order to communicate with the brand. 

The budget was distributed in a dynamic way according to the results of the four different audiences. The Lookalike 5% Audience was the target with the highest number of results (messaging conversation started). However, the target with the best result in terms of cost was the custom audience, however, we couldn’t allocate more budget for this audience due to its small size.

Not only do they provide a seamless, user-friendly, fun way for consumers to find out more about the BMW 3 Series but they have been quite successful in generating leads too!

 

Nikita Achadinha - Brand Manager at BMW Group South Africa
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