Leveraging Digital Channels to Pre-Sell
Client Overview
A renowned automotive brand partnered with Lazada to create an exclusive pre-sale opportunity for a special edition car. This campaign aimed to position the brand as a digitally forward-thinking leader, leveraging an e-commerce platform to reach a broader, tech-savvy audience in the Philippines.
Challenges
Selling vehicles is traditionally a physical process, requiring buyers to see and experience the product firsthand. The challenge was to shift this paradigm by selling an exclusive high-value car entirely online, overcoming consumer reluctance to make such a significant purchase digitally.
Objectives
Pre-sell the exclusive special edition car through Lazada’s platform in Q4 of 2018.
Generate buzz and establish the brand as an innovator in the automotive market.
Target a broader, digital-savvy audience during Lazada’s 11.11 Shopping Festival, reaching beyond the typical car buyer demographic.
Approach and Strategy
The campaign employed a diverse digital marketing strategy:
Email Marketing: Direct outreach to potential buyers, providing detailed information and building anticipation.
Paid Ads and Programmatic Ads: Increased visibility among relevant audiences, driving traffic to the Lazada listing.
Social Media Strategy: Used to engage audiences, create excitement, and promote the uniqueness of the campaign.
PR Articles: These were used to add credibility and amplify the message, promoting the innovative nature of this online sales event.
Results
The campaign achieved remarkable success, with 90% of the special edition cars pre-sold even before any in-person promotional events or the 11.11 Shopping Festival. This outcome demonstrated the effectiveness of the digital strategy in building trust and excitement, proving that a multi-channel approach could overcome the traditional barriers of online car sales. The campaign was a pioneering success in the automotive e-commerce space in the Philippines.
