Client

Recognized by Ad Age’s Agency A-List for three consecutive years,  named a Leader in “The Forrester Wave™: Lead Agencies, Q4 2016,” and positioned in the Leaders Quadrant of Gartner’s Magic Quadrant for Global Digital Marketing Agencies, 2018, VML is at the forefront of how marketing agencies are defined. Nowhere is this more apparent than in the work VML does for a leading transportation supply manufacturer.

Challenge

The transportation supply manufacturer is a well established, global company, but it doesn’t  have the budget to go broad with marketing to increase its presence in the U.S. The company also wants to change its brand image from a stodgy manufacturer to “an innovator that cares about the environment.” In a crowded marketplace with large, multinational competitors, the company’s marketing must be very focused to have the level of impact needed.

Opportunity

VML partnered with SpotRight to take advantage of our artificial intelligence (AI) engine to build and reach distinct audiences at scale quickly. Using SpotRight’s AI tool to build custom audiences, the VML team was able to dig into nuances to find consumers who appreciate innovation and green issues and are likely to talk about those topics, as well as become a buyer.

“SpotRight has helped us identify hard to find, niche audiences and elevate the conversation around our client.” Allison Cejka, Senior Connections Manager, VML

Payoff

It can be tough to get people excited about tires, but VML is doing just that on behalf of their client. The resulting audiences have been performing well and the company is seeing a change in consumer behavior.

In a recent corporate social responsibility campaign across Twitter, Instagram and Facebook, the company enjoyed fantastic engagement with an overall engagement for posts reaching 7.41%. Looking at each platform individually they achieved:

  • Facebook engagement rate of 7.64%, 4,673% higher than the benchmark of 0.16%
  • Instagram engagement rate of 15.04%, 769% higher than the benchmark of 1.73%
  • Twitter engagement rate of 6.38%, 13,766% higher than the benchmark of 0.046%

This demonstrates the difference between a “spray and pray” approach and focused targeting. When anything above 1% is considered good, the opportunity for truly targeted marketing to stand out from the noise has never been greater.