RENAULT: Shifting from Volume to Value to Improve Ad Targeting and Efficiency Measurement

CHALLENGE

Cultivating More Precision in Media and Marketing by Improving Targeting and Measurement Strategies

In 2021, Renault Group launched its Renaulution strategy, marking an overall shift from sales volume to value generation. For media and marketing activities, this represented a move towards more precision, both in ad targeting and efficiency measurement. 

In essence, the Renaulution required the group’s sales & marketing teams to focus on the revenue and profit generated by digital activities, which required developing methods to measure and activate data in alignment with these value-focused objectives. 

SOLUTION

Enabling and Supporting Value-Based Marketing, Reinforcing Data Infrastructure, and Promoting Sponsorship

Partnering with fifty-five, Renault Group leveraged both existing, internal, and new tools to measure lead-to-sales conversions. fifty-five and OMD integrated the resulting insights into advertising algorithms, enabling value-based bidding, and performance indicators into reporting processes to support value-based decision-making. 

Through these initiatives, a robust data infrastructure, and high-level sponsorship, Renault optimized its media strategies, targeting interactions most likely to drive sales.

RESULTS

Increased Ad Revenue, Lower Campaign Costs, and Thoroughly Embarked Teams

+34% Ad revenue for value-based search bidding

-22% Campaign cost for value-based search bidding

+30 Markets embarked in value-based projects and bi-yearly support webinars

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