Case Study
David Wreford-Glanvill, Head of Media, BYD
Brand awareness lift
Brand awareness lift with 18-34 year olds
Industry
Automotive
Brand
BYD
Product
BLL, Cookieless, Quantcast Advertising Platform
BYD, the world’s leading manufacturer of new energy vehicles, wanted to increase brand awareness of BYD SEAL, a mid-size sedan with an ocean-inspired design. To navigate the cookieless web and ensure successful campaign measurement, through their agency RocketMill, they sought an adtech partner that would enable them to find and effectively engage the over 50% of online audiences that had been unreachable before.
RocketMill found the perfect solution with Quantcast. To showcase the BYD SEAL, they ran a Quantcast-designed rich lightbox format that offered interactivity and the option to learn more about the SEAL model’s innovative features. Then, Quantcast conducted a Brand Lift Live (BLL) awareness study to assess the impact of BYD’s cookieless advertising on premium sites suited to their target audience.
The campaign resulted in a significant awareness lift of 12%, post-exposure to the cookieless ad set, which peaked at 46% after a few weeks. The campaign had the greatest impact on 18-34-year-old audiences with a 47% awareness lift and was also effective in reaching women and college graduates.
Beyond identifying their ideal audience, BYD's campaign revealed that larger creatives on desktop devices performed best. This valuable insight will inform future campaign optimisation.
Ben Norville, Senior Programmatic Director, RocketMill
The Partnership