Optimizing Vehicle Sales with Omnichannel Ads

This case study details the strategies employed by Mazda Motor of America to enhance dealership visits and vehicle sales through an omnichannel advertising campaign on Meta platforms. The objective was to uncover the impact of digital marketing on offline vehicle sales, a challenge faced by many automotive marketers. The campaign, conducted during the More to Move You sales event, utilized industry-wide daily sales data provided by Urban Science, allowing Mazda to optimize media towards actual vehicle sales rather than solely focusing on online engagement. The methodology involved activating photo and video creatives that showcased various vehicles and incentives, directing potential buyers to locate their nearest dealership. The campaign targeted US adults aged 18 and older and leveraged AI-enabled tools to maximize reach and ad performance. Results indicated a significant reduction in cost per incremental sale and a notable increase in return on ad spend, demonstrating the effectiveness of the integrated approach to digital and offline marketing.