Smartly Accelerating Hyundai's Digital Transformation
Hyundai wanted to manage their paid Facebook lead generation campaigns centrally for all of their 100 plus HASA dealers. At the time of the brief, each dealership was generating and creating their own ads from their own Facebook pages with little emphasis or focus on brand CI and cohesive strategy.
The Challenge:
The requirement was that we needed to serve at least 3 ads each from each dealer's page per month. Each ad needed to be tailored to the unique special that each dealer was running for any of their 15 models in the range and we needed to bring those specials across in the ads. We also needed to meet the following requirements:
- Each dealer has a customised budget, targeting and landing page
- Ads must launch and stop on specific dates
- Each ad must be served from the dealership’s page
- Each ad must be served within a 15km radius of each dealership
- All leads must be delivered to the CRM and allocated to each dealership and the correct floor
- Each dealer ad needs to go live within 48 hours.
With a minimum of 3 ads and 2 ad sets (to drive targeting) per dealer per month and 100 dealerships, we calculated that we will be trafficking 600 ads per month from over 100 pages on top of our existing campaigns, and with the resources we had available, this was not possible. This is when we introduced the Smartly automated ads feature. Automated Ads are Facebook ads that are driven by a feed run through Smartly. Initially, Smartly was going to help us build the feed but did not have the resources to do this, therefor we got to work and started building a feed in Google Sheets ourselves.
Using Hyundai’s strict brand CI, we built a template to run our automated ads. This template needed to house the dealership name, the model name, the special, T&Cs, images of the model, a description, headline and copy.
The Results:
We successfully managed to serve a total of 4,189 unique creatives within a turnaround time of 48 hours on creatives, which would not have been possible at the scale we were working with without the innovative use of our google sheets feed, an automation tool like Smartly, and the strict processes we put in place internally. The final result of this project is something we are very proud of given the resources we had available and the results we managed to achieve in a short amount of time.
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Achieved an average CPL 33% below target.
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4,189 unique dealership ads were produced within a 48 hr turnaround time
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28,599 Facebook dealership leads brought in
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