Case Study

Fiat Reproduces the Showroom Experience Through a Content Strategy

1stOutbrain is the number one source of traffic VS. any other paid media

-50%CPC & CPE (Cost per Engagement) Outbrain VS. any other paid media

80%Of interactions with the car configurator came from Outbrain, versus on 50% of the campaigns media budget

Introduction

Having understood that research is a pivotal part in any customer‘s path to purchasing a car, Fiat developed a strategy based on providing informative and interactive content relating to their new car model, the Fiat 500X.

The Challenge

Fiat’s objective was to engage potential customers through multiple content touchpoints in order to advance them further down the sales funnel: car configurator, test drive booking, downloading the brochure etc. Outbrain’s targeting capabilities allowed Fiat to leverage a qualified and engaged audience, and ultimately deliver conversions. This open web strategy was very effective, outperforming both social and display channels.

The Solution

Amplification of Fiat content across Outbrain’s extensive network of premium publishers.
Image and headline creation and testing to ensure optimal results.
The campaign delivered a large volume of traffic of consumers that chose to click on Fiat’s content.
Campaign measured according to various KPI’s, including: test drives, brochure downloads, showroom search. Outbrain optimized the campaign for performance by testing various image and headline combinations.

With new car models being launched all the time, Fiat is always looking for ways to stand out from its competition by adopting a pull marketing strategy based on content that delivers value for their customers without ever being intrusive. By focusing on the kind of interaction we have with our clients and prospects, we are able to establish a connection with them by replicating the showroom experience. Outbrain helps us connect with users interested in our car models, even before they are actively looking to purchase a new car.”

JÉRÉMIE BALLOUARD, RESPONSABLE DIGITAL & CRM, FCA FRANCE