Launch campaign of a new car model in Croatia

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. In this case study, we describe how we launched a new car model in Croatia through an integrated multi-channel campaign, which achieved outstanding results in increasing awareness and achieving sales goals.

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.

1. An integrated communication strategy for the entire sales funnel has been developed
   We designed a holistic marketing approach that encompasses all stages of the sales funnel: awareness, consideration, and conversion. This ensures a seamless user experience from brand discovery to final purchase.
2. 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 digital presence through targeting users on social networks (Meta and LinkedIn), display ads and video ads on key platforms.
3. 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: Focused on a Facebook and Instagram traffic campaign, combined with Google Search ads to capture intent-driven traffic.
   • Objective: Engage interested users and provide them with the information necessary to consider the new model.
4. Conversion Campaign (2% of Budget):
   With the final 2% of the budget, we implemented a highly targeted retargeting campaign. Users who had interacted with the landing page were served personalized ads encouraging them to configure the car and book a test drive.

By the end of the campaign, the client successfully met their sales forecast for the year, validating the effectiveness of the integrated strategy. The precise allocation of budget across each stage of the funnel, coupled with strategic retargeting, proved instrumental in converting interest into actual sales.

An important part of the launch campaign is digital marketing, which is indispensable nowadays and the global market is witnessing a shift in budgets from traditional media to digital. Despite this, for the launch of a new product it is necessary to design an overall strategy that will support the launch in the best possible way by combining traditional and digital media.