Digital Marketing Lead for the market entry of Ford Trucks in Germany

4,4

million impressions

sec ⌀ Dwell time on the ads

CPM in €

Case

About the company

F-Trucks Germany has been active as a general importer for Ford Trucks since 2021 and has recorded continuous growth despite a challenging market environment. The 1,000th vehicle was delivered in December 2023. For 2024, the company is planning to expand its service network and introduce the new F-LINE, which impresses with its advanced vehicle technology and high level of safety.

Challenge

The challenges lie in a narrow target group definition as well as in long-term investment and reactivation cycles. An ideal balance between timing and target group definition is therefore required in campaign management.

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Goals

The objectives include the sustainable promotion of the brand image on the German market and the downstream generation of specific business inquiries. In addition, the opportunity for the brand to be represented nationally with several locations is to be spread more widely. The focus is on publicizing the unique advantages of these models to commercial vehicle buyers and fleet managers in order to encourage interaction.

Solution

Our solution was to develop a comprehensive brand awareness and traffic campaign on LinkedIn. This campaign highlighted the specific strengths and benefits of the F-MAX and F-MAX Select. The campaign slogan, #together, emphasized the message of strength and shared performance. Through a differentiated target group approach and proactive adaptation of the assets during the still active term, we were able to continuously increase performance and visibility.

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Results

The campaign achieved 4,339,833 impressions on LinkedIn, which resulted in a significant increase in brand awareness.

With an average CPM of € 3.10, the campaign was implemented extremely cost-effectively.

The average time spent on the ads of 12.70 seconds shows a strong response and a high level of engagement from the target group.

Solid brand activation in the first phase is a perfect basis for launching further, exciting campaigns - especially in the area of conversion. There are many possibilities here, such as generating specific business inquiries via digital channels.