BMW Group Malaysia Case Study I Advertise on LinkedIn

Driving conversions among high-value consumers on LinkedIn

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

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.

Qaid Johar

Performance Marketing Director, Entropia (BMW Malaysia’s marketing agency)