Our client and their challenge:
ZenAuto approached Big Group attracted by our experience of the automotive sector and expertise in performance marketing. ZenAuto were a new business based in Leeds with a B2C personal car leasing offering and are regulated by the FCA. Their parent company Zenith are a long-established business with a successful and trusted B2B car leasing offering. As a start-up, ZenAuto didn’t benefit from the powerful existing brand reputation of Zenith. ZenAuto had however invested in an innovative real-time website offering a class-leading quote engine so could enter the market confident in their key technology.
Our process and the solution:
Big Group undertook both a strategic and tactical review focussing short term gains for the business and medium to longer term strategic wins.
We initially focussed on digital research using data from a variety of online profiling tools to identify online locations where we could acquire personal car leasing customers now. This led to targeted tactical activity across paid online advertising, predominately PPC and Display; involving creating landing pages and innovative campaigns across a variety of platforms such as Google, Bing and Facebook. Along with this work, Big Group have worked with ZenAuto to create a Business Intelligence (BI) solution to measure performance and allow the business to quickly adapt to the changing market.
The result and impact:
The result was our Short-Term Tactical Activity delivered reduced Cost Per Acquisition (CPA) of more than 83% on a flat paid advertising spend. For the longer term, supported by ZenAuto’s own market research, we delivered a reduced CPA of 96% between June and December.
Moving into the future Big Group are currently undertaking SEO and working alongside the ZenAuto team on conversion rates by utilising UX, IA and rebrand activities.
“At ZenAuto, we’re breaking new ground, so we needed an innovative and results-driven agency to help us achieve the best possible start. In Big Group we’ve found just that, a partner who can deliver in every area of digital marketing and understands our goals. They have really put the time in to getting to know our brand, had a really positive impact on our sales and have become part of our team. I look forward to working with them further in the future. “