Automotive industry case study
Porsche: Targeting luxury searchers for Christmas
What did Porsche want to do?
Porsche UK wanted to support their 2007 offline Christmas campaign with a cost-effective online presence
that would increase sales of their accessories and official merchandise.
Several unofficial resellers competed online for these sales, but Porsche UK wanted to drive this traffic to their own (official) web site.
How did Tug help them do it?
We created a list of more than 10,000 Porsche Merchandise keywords to generate Ads to consumers
actively searching for the range of Porsche Products, or products of a similar quality, for themselves and as Christmas gifts.
We developed ads using the Porsche tone and campaign strap line to ensure brand consistency and integration with the direct marketing campaign. We also made sure the ads clicked through to relevant product landing pages on the Porsche UK shop.
How did it all go?
Tens of thousands of new visitors were sent to the Porsche UK online shop at a cost of only pennies per new visitor. Searches for Porsche products delivered high-quality traffic at a fraction of BTL costs, and click-through rates were well above 15%.
We also worked with Porsche's BTL agency to gather learnings that could be used to make future campaigns even more cost effective.
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