FIAT: Reproducing the showroom experience through a content strategy

Category

Automotive

Success Story

Having understood that research is a pivotal part in any customer‘s path to purchasing a car, Fiat developed a strategy based on providing informative and interactive content relating to their new car model, the Fiat 500X.

Overview

Their objective? Identify potential customers by engaging with their interests and offering them content that would advance them further down the sales funnel: car configurator, test drive booking, downloading the brochure etc. Both the reach and targeting capabilities of Outbrain’s Discovery platform allowed Fiat to leverage a qualified and engaged audience and ultimately deliver conversions. This channel was hugely effective, outperforming both social and display channels.

Solution

Results

With new car models being launched all the time, Fiat is always looking for ways to stand out from its competition by adopting a pull marketing strategy based on content that delivers value for their customers without ever being intrusive. By focusing on the kind of interaction we have with our clients and prospects, we are able to establish a connection with them by replicating the showroom experience. Outbrain Discovery helps us reach users interested in our car models,  even before they are actively looking to purchase a new car.”

JÉRÉMIE BALLOUARD, RESPONSABLE DIGITAL & CRM, FCA FRANCE

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