While multiple brands have entered the EV space, the future of the rapidly expanding industry remains unclear. To successfully promote a leading-edge product and attract new customers, an automotive brand sought custom audience demographic indicators, paving the way for a successful launch.
The challenge: Existing data wasn’t enough
As a leading automotive brand planned the release of two new electric vehicles in 2023, it required an innovative way to combine multiple datasets. The brand had ambitious sales goals for its new products and a strong reputation in the industry along with excellent market segmentation. But staging a successful product launch in a quickly expanding and not yet established industry would require an advanced toolkit. To find the right targeting strategy for an affordable EV in an uncertain market, the car manufacturer wanted to go far beyond the pre-selected audience demographic indicators available. For a modern product they’d need modern data solutions.
To better understand its potential market ahead of the release, the brand wanted to combine a series of datasets using Audience Origin, Choreograph’s proprietary audience product, for a holistic view of the brand. For the most precise possible forecasting, the business needed to connect a GroupM partner agency’s annual automotive Brand Asset Valuator (BAV) with its buying platform and its new proprietary Good Growth System. By linking all these utilities together with Audience Origin’s unique understanding of digital platform reach and customer behavior, the brand could find its ideal position within an emerging market.
Our approach: New insights from bringing the data together
To give the automotive brand actionable insights ahead of its product launch, Choreograph fused two datasets that had never before been brought together: Audience Origin and the BAV, which measures a brand’s ability to stay relevant in the market. The team created links between the GroupM agency’s buying platform and Audience Origin, and then to the BAV. The combination of the tools allowed strategists from Choreograph and the GroupM agency to effectively plan the EV launch campaign, taking into account not just brand relevance and recognition but more nuanced variables like cost of living and broader cultural shifts.
To track consumer sentiment, Audience Origin simplified survey lengths to cater to a base whose patience might have already been tested by BAV’s 20-minute questionnaire, and provided a targeted series of questions catering to markets the brand was interested in exploring. As part of its re-contacting survey campaign drawing on prior respondents, Audience Origin provided more valuable information at half the cost of a fresh data sample. And since the client was able to upload Audience Origin directly into the existing audience database, the process seamlessly integrated the brand’s data for future budgeting and planning.
Data-driven results: Cohesive datasets for informed local forecasting
Thanks to Audience Origin’s comprehensive look into the brand’s target markets, the company was able to improve the EV-related services it planned to launch and enhance its messaging to resonate with consumers who hadn’t considered purchasing an EV before — as well as educate potential customers interested in making conscious, sustainable purchasing decisions at a crucial moment when inflation is affecting the cost of owning a car.
from BAV reports per segment
on audience definition approval
of local interpretations of global segment
The results of the recontact campaign are ongoing: The automotive brand is spending less time on lengthy audience definition approval processes, increasing client satisfaction with the briefing process. BAV reports, thanks to Audience Origin’s fusion of data, are more accurate on a local level. And since there’s less variability in datasets being used across the company, it’s possible to make informed decisions about how to target potential customers and increase the car manufacturer’s ROI.
