Mazda: Optimising online conversion for Mazda UK

Mazda, an automotive brand, increased online engagement during COVID-19 lockdowns in the UK by launching a data-driven campaign that improved content and optimised CTAs.

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...

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