Drive Business in a Connected World for Internet Motors

Driving Business in a Connceted World

Cris NulliClient Partner, Facebook

Drive Business in a Connected World – Cris Nulli - Facebook

Every day. Every month.

18Mpeople daily

13Mpeople daily on

mobile

24Mpeople monthly

18Mpeople monthly

on mobile

Facebook, Audience Italy


25%of the total time

spent on web (same time for

the top 10 italian site)

and80%Internet users

in Italy

Every month onaverage, we see

Source: Facebook internal data based on inferred and reported data, June 2013; Audiweb 2013

Facebook, Audience Italy


The Power of Facebook Targeting

Facebook OffersDriving People to the Car Dealers


Facebook OffersGet more customers to visit your Car Dealer







Pricing


Get more customers to visit your Car Dealer

Optional



Limited



Esclusività

Volvo V40 ‘It’s You’ Cross Media Analysis

Facebook helps Volvo Car Group launch its all-new V40 model across the UK, Netherlands

and Sweden

Drive Business in a Connected World – Cris Nulli - FacebookTitolo - Nome Cognome - Azienda

Campaign Details - Volvo V40 ‘It’s You’

Heavyweight Facebook media campaign across 3 European markets

417MImpressions across

3 countries

20Reach Blocks across

3 countries

23MIndividuals reached across 3 countries


We wanted to provide analysis on the

relative performance of a combined TV and

Facebook media campaign in the UK,

Netherlandsand Sweden

What are we testing?


Facebook provided a significant 17% incremental audience over TV advertising across the 3 markets

• UK: Facebook campaign delivered 28% incremental campaign recall beyond that of the TV advertising

• Netherlands: Northstar recorded a 49% increase in recall beyond that of the TV campaign

• Sweden: Facebook campaign added incremental reach of 12%, beyond that of the TV campaign

• The Northstar analysis showed that Facebook was significantly more efficient (+15%) at reaching in-market premium car intenders than people exposed to the TV campaign across all three markets

Awareness - Volvo V40 ‘It’s You’


Considerations - Volvo V40 ‘It’s You’

Consideration of the Volvo V40 showed media multiplier effects with significant increases in model consideration:

•+6% increase due to Facebook exposure •+7% increase due to TV exposure •+13% increase in model consideration when Facebook and TV were combined


Key Learnings

Branding with Video

Massive

Reach

Track Business

and Brand KPI

Marketing

Drive Business in a Connected World for Internet Motors