Objective
Turning positive intent into active interest for Datsun Redi Go, GO+ and Nissan Kicks.
Approach
Instead of a ‘one-size-fits all’ we went deeper:
- We identified a brand persona for each car and mapped it to ConsumeriQ’s archetypes.
- The dominant archetypes that emerged were ‘Spotlighters’, ‘Maverick’s and ‘Optimists’.
- Then we crafted messages that appealed to each of these mindsets from socially driven to thrill-seeking to fun-loving.
Campaign creatives were informed by the ConsumeriQ recommended archetypes
Recommended Archetype – Spotlighters
Creative cues:
Personality Keywords: Social, glamorous, imaginative, dynamic
Value Proposition: To appeal to the social aspect of ‘Spotlighters’
Recommended Archetype – Mavericks
Creative cues:
Personality Keywords: Enthusiastic, independent, thrill-seeker
Value Proposition: To appeal to the thrill-seeking nature of ‘Mavericks’
Recommended Archetype – Optimists
Creative cues:
Personality Keywords: Quirky, joyful, caregiving, maternal, faithful
Value Proposition: To appeal to the fun-loving nature of ‘Optimists’
Delivery
We created a highly relevant and targeted mix of communication and media to reach consumers using search, social media and native content.
Additionally, we created the landing page with the lead form for a seamless user journey.
Results
more leads versus target
cost per lead versus target within 20 days
