Campaign details
Agency: CandyspaceClient: Mazda UKCampaign Name: Optimising online conversion for Mazda UK
With lockdowns forcing a total closure of dealerships for much of 2020, Mazda's web platform became its central hub for customer engagement and lead conversion.
Strategy
There were three key challenges to address:
- Lockdowns forced a temporary shift from the traditional conversion targets such as test-drive bookings
- The duration of the lockdowns, customer behaviour and economic impact were unknown variables
- The need to keep Mazda front of mind for customers while they were unable to take any real-world actions
This represented a...