Driving conversions among high-value consumers on LinkedIn
BMW Malaysia’s lead generation campaign
Ju-Leen Tan
Ju-Leen Tan
Head of Marketing
BMW Group Malaysia
  • 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
  • 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
Success Factors
Qaid Johar
Qaid Johar
Performance Marketing Director, Entropia (BMW Malaysia’s marketing agency)