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BMW Group Malaysia filled its leads pipeline for the first-ever BMW 330Li M Sport at 21% lower cost per lead against its own benchmarks on LinkedIn. Having identified high-value professionals as a key target audience for the new model, BMW Group Malaysia and its marketing agency, Entropia, launched a highly successful campaign on LinkedIn.

Results

BMW Group Malaysia's lead generation campaign on LinkedIn reached 160,000 high-value consumers from its ideal customer profile. This produced 42% lower cost per impression and 21% lower cost per lead — beating its own performance benchmarks.

Convert high-value consumers on LinkedIn into highly qualified sales leads

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“The first-ever BMW 330Li M Sport is an elegant composition of comfort and sportiness that we believe will appeal to the discerning professional. Such audiences tend to be active on LinkedIn, so it was natural that we engaged them there.”

Ju-Leen Tan

Head of Marketing

BMW Group Malaysia

Challenge

To introduce the first-ever BMW 330Li M Sport to the Malaysian market
To translate a precise ideal customer profile into a marketing campaign audience
To drive conversions in the form of test drive bookings among this target audience

Solution

Used LinkedIn’s precise targeting capabilities to define its audience in numerous ways — by seniority, job function, company size, interests etc
Ran multiple targeting permutations, using the audience exclusion feature to avoid duplications, in order to understand and capitalise on audience behaviour
Deployed a mix of Sponsored Content, Lead Gen Forms and Sponsored InMail to engage and encourage audiences to book a test drive

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Success Factors

1. Data-driven campaign decisions
Drawing insights from LinkedIn Campaign Manager, Entropia used performance data to guide its optimisation decisions. This test-and-learn mindset contributed to improved campaign results.
2. Maximum reach for better conversion results
Entropia’s deft execution of LinkedIn’s targeting capabilities helped BMW Malaysia scale its reach while staying true to its ideal customer profile.
3. Smart deployment of LinkedIn ad formats
Entropia used Sponsored Content to generate interest in the feed and combined this with Sponsored InMail for personalised retargeting.

“LinkedIn’s accurate, first-party data and precise targeting capabilities allowed us to be creative in translating the ideal customer profile into campaign audiences based on different professional attributes and interests. BMW Malaysia’s trust in our team also gave us room to test, learn and optimise along the way. Both were essential in helping us produce these results.”

Qaid Johar

Performance Marketing Director, Entropia

(BMW Malaysia’s marketing agency)

BMW Group Malaysia is the representative of Bayerische Motoren Werke (BMW) AG in Malaysia with activities that cover the wholesale of BMW, MINI and BMW Motorrad vehicles, spare parts and accessories as well as the overall planning of sales, marketing, after-sales, and other related activities in Malaysia.
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Headquarters: Malaysia | No. of Employees: 51 - 200 | Industry: Automotive

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