Case Study

Renault Promotes its Newest Alpine Car Model with a Sequenced Content Strategy

+55KVisits

16%of people exposed to the first piece of content and visited the Alpine vision site

8Xclick rate on second sequence

60 Secsaverage time spent on site

Introduction

Alpine, an iconic Renault sub-brand, launched in 2016 with a new premium sports model. After being off the grid for more than 20 years, the Alpine brand rebuilds its notoriety by launching its newest model to a targeted and relevant audience through a sequenced content strategy.

The Challenge

Renault’s Alpine team and OMD used Outbrain’s advertising platform to drive awareness of its positive earned media around the launch of the newest car model. Alpine then used the power of Outbrain’s Story Sequencing tool to retarget users who engaged with its earned media through bespoke content created for the launch, including articles, photos and videos hosted on its site. Alpine, in true form of its leader status, was the first brand in Europe to use Story Sequencing as part of its content strategy.

The Solution

Amplifying positive reviews from trusted third parties allowed Renault to positively influence consumers. By then retargeting users with relevant content through Story Sequencing, this allowed the brand to engage with a highly qualified audience.

It is important for our brand to always be at the forefront of innovation and we are therefore very pleased to be the first to test Outbrain’s “Story Sequencing”. Sequencing content fits well with the needs of our industry, where consumers usually want to educate themselves through multiple pieces of content before they’re ready to purchase. Initial results are promising and we are now looking into how we can use it for broader campaigns.”

LAURENT ALIPHAT, WORLDWIDE HEAD OF MEDIA, GROUP RENAULT