BAF - Targeted Cross-Platform Digital Orchestration Strategy to Capture Quality Leads in a Competitive and Fickle Market

BAF - Targeted Cross-Platform Digital Orchestration Strategy to Capture Quality Leads in a Competitive and Fickle Market

Background :
PT Bussan Auto Finance (BAF) focuses on motorcycle and multipurpose financing, aiming to grow by acquiring more potential customers and improving lead quality. However, they struggle to reach their target audience effectively while maintaining lead quality due to intense competition. Most customers are not loyal to one brand and will switch for better deals. The high competition in the financing sector adds to BAF's challenges. Search data shows that while most customers are brand-neutral, some brands have high awareness. BAF needs to capture high-quality leads in the right segment to achieve a good return on marketing investment.

Approach :

Converting quality leads requires a multi-touch media orchestration approach, acknowledging the complexity of the customer journey across various channels. By leveraging a combination of search engines, display advertising, social media, and video platforms, we can create multiple touchpoints, increasing brand awareness and conversions. Utilizing existing customer data as reliable audience signals helps target the right segments, enhancing marketing strategies and conversion rates. Precise measurement and attribution of each platform's impact allow us to allocate resources effectively, focusing on high-yield channels. Personalization through dynamic ad texts tailored to users' specific needs ensures efficient and effective campaigns, driving higher engagement and conversions.


Impact :

By implementing a multichannel full-funnel strategy and personalized ads, BAF has significantly improved the efficiency of lead generation the result was quite impressive :

  • 68M Impressions (+66% vs previous period) across all channels.
  • 3.4M Clicks (+59% vs previous period) across all channels.
  • 463K Leads (+93% vs previous period) across all channels.
  • CPL decrease by 40% compared to previous period.
  • 45% increase in qualified leads quantity across all channels compared to previous period.
  • 44% increase in qualified lead rate across all channels compared to previous period.