7/27/2019 Facebook Case Study Citroen

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Facebook: Building Essential Connections

OMD UK’s strategic deployment of

Facebook Marketplace Ads delivered 22%

of total retail display leads in H1 2012,

becoming a vital direct response channel

for Citroën UK.

Goals

• Drive an audience exposed to Citroën brand

awareness car launches through to the purchase

consideration phase.

• Drive brochure requests and test-drive volumes

cost-efciently.

Approach

OMD UK’s in-house Facebook advertising team

smartly leveraged Facebook API technology to

achieve direct response actions rom the Facebook

platorm.

The approach included research and analysis o

the Citroën audience to gain key insights and

enable a robust segmentation methodology to be

employed. Having identifed relevant audience

groups, creative and copy was tailored to specifc

demographics and interests or improving

response.

A comprehensive, multivariate-testing matrix was

created to evolve the program, with continuous

daily monitoring and optimisation to ensure ROI

was maximised.

Results

• 22% o the total brochure requests and test-drive leads were

delivered by Facebook in the frst hal o 2012

• “Facebook has proven itself to be an effective platformfor delivering brochure and test drive request volumes.

Facebook continues to be an important marketing tool for

Citroën UK for both brand awareness and direct response

campaigns.” 

Jules Tilstone , Marketing Directo

“The results of OMD’s Facebook campaign for Citroën per-

fectly illustrate the potential Marketplace Ads offer our 

clients - to create highly relevant messaging to audiences

around their interests and generate added media value

through the sharing behaviour on Facebook.” 

Dan Clays , OMD Managing Directo

Citroën Page

Ad Ad

Citroën UK is a major French automobile manuacturer,

part o the PSA Peugeot Citroën group.

facebook.com/CitroenUK

Case Study | Direct Resp

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