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Case: Car delivery from Korea to Kazakhstan - 1447 applications for $0.56 apiece.

Tags: targeted advertising

Case author: Vladyslav Syzonenko
Targetologist-analyst
About the company
Youcar is a company that delivers cars from Korea to Kazakhstan. Brings only: Kia, Genesis, Hyundai
What tasks were set?
  • 1
    Increase the number of leads for further processing
  • 2
    Increase the base of regular customers
  • 3
    Work with a familiar audience, since the time for making a purchase decision can be several months
  • 4
    Improve the quality of leads by removing insolvent customers
Difficulties encountered
  • 1
    In Kazakhstan, there are a lot of companies that transport cars, but also breed people a lot, which caused people great concern. One of the frequently asked questions is “Tell us about the company”.
  • 2
    The car market in Kazakhstan has its own pitfalls, where a car could be of one year, and in the documents of another. All these factors complicate the sale, since it is necessary to correctly convey information that could be perceived differently. This required adaptation to each machine.
  • 3
    Lack of reviews, which did not inspire confidence in comparison with competitors.
Results
Total number of leads: 1447;
Average cost per lead: $0,56;
Advertising duration: 60 days;
Budget Spent: $815,41
What was done
At the beginning of the work, it was worthwhile to carry out detailed preparations, since I had not previously been engaged in the promotion of automotive topics.

It was important to study the business, the product, the behavior of people and the market itself.

The car market for this period began to be oversaturated, since demand is high in Kazakhstan, where it is even a problem to buy a new car, since everything is booked in advance.

With the rise of scammers who sold like many real companies, it was important to separate from them and form a strategy that would not raise doubts among customers.

The basis of the client's business is that the client pays all the payments himself, which played into our hands and could be used in a unique offer.

At the beginning, 4 audiences were allocated for work
1
Hyundai Direct Interests (Interests: Hyundai i10, Hyundai i30, Hyundai Motor, Hyundai Tucson, Hyundai i20, Hyundai Santa Fe, Hyundai Elantra, Hyundai, Hyundai Sonata or Hyundai Accent, Employer: Hyundai)
2
Indirect Interests (Interests: Porsche, BMW, Lexus, Mercedes-Benz, Audi, Toyota or Nissan)
3
Motor Vehicles, Automobiles, Mid-Range (Cars), City Car, Used Cars or Luxury Cars
4
Car related work (Interests: Taxi Driver, Chauffeur, My Chauffeur, Taxi, Driver or Uber (company), Employer: Taxi)
Of all the audiences, audience 3 worked best, and it laid the foundation for the future of advertising.
Since a person could not see the car, it was important to test the presentation of reviews in order to attract attention. The following creatives were selected for testing:
  • Video format review of one machine
  • Video format review of several machines
  • Static collage of one car
  • Static collage of several cars
  • Unique selling proposition
  • Offer with cost calculation.
Due to the fact that the demand is great, all formats worked perfectly, the content itself was important. Therefore, in the end, the choice fell on adaptability, where we already selected the format we needed for the content. Cars and a unique offer worked well in advertising, but articles and information about the company did not go well, which did not arouse much interest.

As soon as we determined the audience, creative format and content, we switched to testing platforms for communication with clients. In advertising, we led the target audience to the following sites:
  • Telegram
  • Website
  • whatsapp
  • Instagram
  • Facebook
  • direct
  • Calls
  • Lead form
As a result of the test, we excluded: Facebook, Telegram - since the Kazakhs almost did not sit there, which led to almost zero results. And applications from the Lead-form did not answer phone calls.

The main focus was on the website, Direct, WhatsApp.
After determining the working links that give us the result. We removed the excess, leaving only what brought profitable leads.
Advertising banner design
Conclusions
From the work done, the following conclusions were made:

1. It is important to work at all stages from advertising to lead processing. Advertising is not the solution to all problems, but it does reveal gaps in your business. Having identified the gaps, we set about correcting them in order to achieve the desired result.

2. An important role in advertising is played by the behavior of people in a given country and segment. Everyone is different, so things that work in one business may not work in another. It is necessary to adapt advertising to the country, segment and need.

Vladyslav Syzonenko
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