She is urban, between 18 and 35 years old, and cannot imagine life without her smartphone. Such is the target audience for the new SEAT Ibiza automobile.
To reach women like her, automaker SEAT charged Styria Content Creation and Styria Digital One with designing a campaign. The two Styria subsidiaries collaborated to develop a content strategy to better understand the client’s target audience. The results were three different buyer personas (exemplary representatives for the target audience) as a basis for their concept.
We created relevant content for these personas around a central theme: offering young women a chance to win a SEAT Ibiza weekend road trip to the Electric Love Festival with Daniel Klein, an Austrian influencer who had been working with SEAT for quite some time.
“Due to its high target group affinity, Miss, an Austrian online platform for women, was our primary partner. The sponsored content campaign consisted of a number of elements: articles as native ads and sponsored stories, videos, social media, an influencer cooperation, and in-app activities,” explained Nicola Dietrich, head of content strategy with Styria Content Creation and Styria Digial One.
When developing the buyer personas, men were identified as influential factors in a woman’s car purchase. Taking this fact into account, the concept developers chose to sponsor a story on Spox, a sports portal, to target men, too.
We developed sponsored content at and around the Electric Love Festival. Three Miss users had the chance to win a blind date with Daniel Klein in a SEAT Ibiza. To enter, they were asked to upload pictures and statements to the Miss app explaining what they love most about driving.
The lucky winner rode in a SEAT Ibiza to the Electric Love Festival, the afternoon was recorded, and the video of the blind dates was posted to the Miss Facebook page. The roadtrip was live streamed on Miss’s Instagram. In addition, Daniel Klein published a blog post and a video of the weekend together.
Beyond that, Miss users had the chance to take a test drive with the new SEAT Ibiza if they carried out certain activities in the Miss app. And finally, two native ads on miss.at were distributed in a display campaign in collaboration with Styria Digital One.
The campaign generated record-breaking results. Dwell time, engagement, redeemed test drives, and a satisfied client show the campaign’s success:
- More than 165,000 female users watched the native ads on miss.at.
- The videos on Facebook got 83,000 views.
- 493 pictures were uploaded to the Miss app.
- 16 potential buyers redeemed test drives.
- The sponsored story on Spox was read 6,000 times — twice as often as projected by SEAT.
“Our campaign with Styria Content Creation and Styria Digital One clearly reached its goal,” said Manfred Huber, director of sales and marketing with SEAT (Porsche Austria).
According to David Bergmann, media consultant with Styria Digital One, one native ad even reached a record five minutes and four seconds of dwell time, which is 400% more than other similar campaigns.