Mercedes-Benz Manhattan

THE ASK

Mercedes-Benz’s only corporate US dealership needed to separate themselves from the pack.

While a successful Mercedes-Benz dealership in their own right, Mercedes-Benz Manhattan found themselves utilizing run-of-the-mill creative assets and lacked key analytics information that could be used to best leverage their advertising and marketing spend. Titanium was brought in to deliver best-in-class digital brand experiences, with one of our agencies working for Mercedes-Benz for over a decade.

 

STRATEGY + APPROACH

Elevate the dealership with custom, New York City-centric feel, while tracking and constantly optimizing spend to increase efficiency.

  • Used custom rendering software to place MB vehicles into New York City sceneries for use in marketing campaigns to reflect the local market

  • Marketing materials included digital ads, social media management, emails, direct mailers, print ads, in-store signage and more

  • Executed in-store activations month over month by leveraging brand-supported and independent marketing messaging and new vehicle releases

  • Tracked dollars spent from original impressions all the way to final sales, allowing us to reduce wasteful spending and capitalize on opportunity

  • Developed key performance indicators with quantitative and qualitative measurements to help guide the way

 
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BUSINESS IMPACT TREND

August ‘17

  • 905 leads (715 in ‘16)

  • +27% change YOY

  • -7% YOY budget

  • 22 vehicles sold

  • $1.2M revenue

  • $38.4K net profit

  • 3,784% ROAS

  • 8% of total revenue

September ‘17

  • 1,003 leads (735 in ‘16)

  • +36% change YOY

  • -21% YOY budget

  • 30 vehicles sold

  • $2.1M revenue

  • $78.1K net profit

  • 5,989% ROAS

  • 14% of total revenue

October ‘17

  • 1,046 leads (657 in ‘16)

  • +59% change YOY

  • -21% YOY budget

  • 38 vehicles sold

  • $2.4M revenue

  • $175.1K net profit

  • 7,537% ROAS

  • 15% of total revenue

November ‘17

  • 988 leads (728 in ‘16)

  • +35% change YOY

  • -16% YOY budget

  • 45 vehicles sold

  • $3.0M revenue

  • $110K net profit

  • 9,548% ROAS

  • 16% of total revenue

Return on ad spend (ROAS) saw a rise from 918% in November 2016 to 7051% in October 2017 with reduced levels of spend. The percent of vehicle sales revenue tied to digital media rose from 3% to 15% over a 12 months period.

CAMPAIGN SUPPORT

Developing a social strategy.

With a focus on engaging with the right consumer in the right place at the right time, we developed a social strategy that would allow the brand to build brand equity and spark social community engagement.

Consistent posting and the introduction of more authentic imagery through the use of UGC (User-Generated Content) lead to significant growth in brand awareness with major increases in impressions (602% on Facebook and 206% on Instagram) and increased community engagement, as evident through the boosts in the engagement rate (up 122% for Facebook and 40% for Instagram).

 

RESULTS

Mercedes-Benz Manhattan saw a tremendous rise in leads, sales and measurable impact, while cost per lead and ad spend fell.

6,133%

YOY rise in return on ad spend

12%

YOY rise in vehicles sales revenue

21%

Average email click rate