Battery World’s 2024 Automotive Campaign
Battery World
Battery World are a leading supplier and retailer of batteries, with over 100+ stores Australia wide. A community focussed business, Battery World boasts a team of local experts who not only supply batteries across categories like automotive, camping & caravan and motorcycle, they also provide essential services like battery testing and fitting.
Overview
Battery World set in place an Automotive Campaign, a pivotal initiative in its 2024 Marketing Calendar. The Automotive Campaign’s primary focus was to increase customer awareness in the Automotive category and the services that complement. It’s worth noting that Automotive batteries play a significant role, contributing to over 50% of Battery World’s total sales.
Unlike previous years, where the Automotive campaigns primarily focused on promotional giveaways, the 2024 media efforts centred on bolstering brand awareness and in turn purchase intent among the target audience. Battery World’s 2024 Automotive Campaign coincided with the seasonal surge in sales and transactions from May to August (in the colder months when automative battery failures typically occur).
Project Details / Scope
Given that the demand for automative batteries is experienced by the entire car battery market in Australia during the colder months, it was crucial for Battery World to differentiate itself through strong branding and exceptional service offerings.
The MM Performance Team executed a successful performance marketing campaign that spanned over 80 days from mid-May to mid-August.
- Multiple Google channels and strategies utilised to increase brand awareness, driving online and in-store growth
- Consistent scaling of conversion value and exceeding targets while reducing cost per conversion (CPC)
- High overall conversion rate across a range of prompts including ‘Find a Store’, ‘Book a Battery Test’ and ‘Calls’
Deliverables
Recent highlights include:
- Creative Concepting
- Performance Marketing & Google Ads (Display Ads, Demand Gen/YouTube Ads, Google Performance Max Ads)
Project Results
The Battery World, 2024 Auto Campaign – Phases 1 & 2 were comprised of 3 campaign types (Display, Demand Gen and Performance Max) working together through each stage of the funnel to drive Awareness, Consideration and Conversions.
Both phases combined to produce a very large number of Impressions, generating a high level of awareness for the promotion.
Total Clicks numbers were very strong and obtained at a highly efficient and low Cost per Click and low Cost Per Conversion.
Total Conversion numbers obtained were very good, driving strong levels of local store engagement.
Top performing Conversions were:
- Find a Store
- Store Visits
- Calls
- Book a Battery Test
- Directions