Hyundai Case Study - Conversion Science

HYUNDAI SOUTH AFRICA

Driving results with paid media, data integration, and lead quality optimisation

About this case study

Industry

Automotive

Scope

Paid Media Campaigns | Analytics & Data Integration | Creative Scaling

Hyundai South Africa, a leading automotive brand, embarked on a strategic move to elevate its digital marketing prowess by partnering with a dynamic digital agency.

THE CHALLENGE

Despite Hyundai's commendable achievements, there existed key challenges in the validation of lead quality as prospects transitioned from online engagement to offline activities such as test drives and final sales. The previous campaign set up grappled with highly segmented audiences and overlapping target groups that limited its performance. Additionally, there was a need to streamline the creative creation and approval process for swift turnaround, ensuring campaigns go live promptly to optimize overall performance.

OUR APPROACH

Our comprehensive strategy centers on elevating our digital performance through key initiatives. This involves meticulous data integration, optimizing campaigns through the consolidation of audiences, and streamlining mass creative production. By adopting this holistic approach, we aim to enhance lead quality, optimize overall campaign performance, and improve creative efficiency across our digital initiatives.

THE RESULTS

Lead Quality Integration

Using BigQuery, we integrated data from ad platforms, website analytics, and backend customer/sales data to identify lead quality at different funnel stages. Lead losses in the sales pipeline due to integration inefficiencies were pinpointed and resolved.

Campaign Optimization

Campaign Optimisation We simplified & consolidated the campaigns and audiences to optimize the budget and enable the ad platforms to discern high-intent customers effectively.

Creative Efficiency & Automation

We've streamlined the banner production & upload process by leveraging a creative production tool & automating ad uploads through an API. This approach has led to a substantial reduction in turnaround time, allowing seamless integration of assets into the campaigns and allowing more time for optimization.

22%

Increase in Finance Applications

54%

Reduction in cost per qualifying lead

3x

Creative rollout

60%

Reduction in ad upload time

Halicia Naidoo

Senior Digital Brand Manager

“Conversion Science has played a crucial role in elevating Hyundai South Africa’s digital marketing efforts. Their expertise in paid media, data integration, and lead quality optimisation has delivered exceptional results.

Their advanced data integration has improved lead tracking and provided deeper insights, solving key marketing challenges. Beyond the results, their way of working is seamless, collaborative, and highly responsive, making it easy to align strategies and execute with agility.

As we continue to grow together, Conversion Science’s strategic approach and commitment to performance will remain instrumental in strengthening Hyundai’s digital presence and driving future success.” 