Launch campaign of a new car model in Croatia
- 90% / 8% / 2% awareness · consideration · conversion
- Sales forecast met for the year
Overview
A successful new product launch requires a carefully planned strategy that covers all stages of the customer journey — from the first encounter with the brand to the final purchase. This case study describes how a new car model was launched in Croatia through an integrated multi-channel campaign that increased awareness and supported sales goals.
Launch campaign goal
Successfully introduce a new car model to the Croatian market, with the aim of increasing awareness, driving consideration, and conversion through a comprehensive, multi-channel marketing strategy.
Strategy
An integrated communication strategy for the entire sales funnel was developed. The approach covered all stages — awareness, consideration, and conversion — to create a seamless experience from brand discovery to purchase.
Awareness campaign (90% of budget)
As the primary goal was to build mass awareness of the new model, 90% of the budget was allocated to a broad-reaching awareness campaign. This included:
- Traditional media: TV and Out-of-Home (OOH) advertising to capture the attention of the general public
- Digital media: Strong presence through social targeting (Meta and LinkedIn), display ads, and video ads on key platforms
Consideration campaign (8% of budget)
The next phase aimed to drive traffic to the dedicated landing page where users could explore features, specifications, and offers.
- Channels: Facebook and Instagram traffic campaigns, combined with Google Search ads to capture intent-driven traffic
- Objective: Engage interested users and provide the information needed to consider the new model
Conversion campaign (2% of budget)
With the final 2% of the budget, a highly targeted retargeting campaign reached users who had interacted with the landing page — with personalized ads encouraging them to configure the car and book a test drive.
Results
By the end of the campaign, the client successfully met their sales forecast for the year, validating the effectiveness of the integrated strategy. Precise budget allocation across each stage of the funnel, coupled with strategic retargeting, proved instrumental in converting interest into actual sales.
Digital marketing was an indispensable part of the launch — and global budgets continue to shift from traditional media toward digital. Even so, launching a new product still benefits from an overall strategy that combines traditional and digital media in the right proportions.