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Ford boosts favorability, increases purchase intent and generates leads for their Ford Ranger model with a conversational assistant in Thailand built with Spectrm.
Marketing channel: Conversational Display Ads
Language: ThaiNow more than ever, we need new ways to make our marketing budgets work harder. Conversational Display Ads proved successful in both lifting our brand favorability and helping sell more Rangers this year.
Ford is an American multinational automaker that operates in 200 countries around the world and employs over 166,000 people.
Automotive
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Ford needed an innovative way to boost favorability and purchase intent of their Ford Ranger vehicle in the context of increased competition in Thailand.
How could they stand out above the competition, increase demand for their vehicles and capture new leads?
Ford was the first advertiser in Thailand to create a conversational display ad campaign engaging potential buyers to discover the Ranger benefits in a personalized way, at scale.
The assistant, built with Spectrm using deep insights from Ford’s media agency GTB, customizes the flow based on the user’s preferences and leads to different micro-conversions. These are tracked both in the bot and on the Ford website to get the full picture of the customer journey and measure the impact.
For a similar cost to regular display this pioneering campaign succeeded in lifting both brand favorability and purchase intent in one single ad.
Micro-conversions results were significantly better than Ford’s benchmark. Moreover in Google’s first-ever Brand Lift Study, Ford achieved outsized lift across key mid-to-lower funnel metrics.
Ford achieved a 54% relative lift in consideration, which is higher than the automotive industry benchmark. They also achieved a 38% relative lift in purchase intent. This was also higher than the automotive industry benchmark. Finally, they also reduced their cost per micro-conversion, a key indicator for Ford’s marketing activities, by 40% compared to the Ford benchmark.
After these great initial results, Ford is now rolling out more conversational assistants with Spectrm.
