Mazda took an innovative "always on" approach to its digital campaign for two new models, the Mazda3 and Mazda6 Sedans, in Canada, the fifth-largest global market for the automaker. The campaign spanned Google Search, YouTube and the Google Display Network to connect with consumers across their purchase journey. YouTube TrueView ads and mastheads for the Mazda3's introduction delivered 10x the number of buyers for the same cost as the contextual campaign. Additionally, Lightbox Ads and Affinity Segments helped attract interest for the Mazda6 with a rich, near-full-screen experience.
Goals
Keep Mazda brand top-of-mind for buyers throughout the year
Influence the consideration of a targeted, qualified audience
Approach
Developed a comprehensive YouTube video strategy, including TrueView and mastheads
Adopted an “always on” cross-channel presence, including Google Search, Google Display Network and YouTube
Implemented Affinity Segments targeting and Lightbox ad formats
Results
Affinity Segments increased reach 10x compared with contextual targeting alone
500,000 YouTube unique viewers in first month
11.1 million YouTube masthead impressions
14% interaction rate with the YouTube masthead