Keep Calm Thanks to LinkedIn

As the economic impact of the coronavirus crisis became apparent, Jaguar Land Rover (JLR) was looking to boost sales. It quickly became clear that an exceptional offer might appeal to potential customers. The idea was a financing package for cars of both brands to give customers some relief in economically challenging times and mitigate the imminent loss of sales at the same time. This is how the campaign “Keep Calm and Lease” was created. The leasing offer connected with the campaign sees JLR pay the monthly payments for the rest of 2020, meaning that customers’ first installments are not due until 2021. So the quicker customers take advantage of the offer after the campaign is launched, the longer they can enjoy their vehicle free of charge - and the more attractive the offer becomes. This made time a key factor in the success of the campaign, which was launched in May 2020. The second challenge was reaching the right target audience. Both issues were tackled with a brilliant solution thanks to the opportunities for campaigns offered by LinkedIn.

Challenge

•  Identifying customers with the intention to buy and (quickly) directing them to the offer
•  Reducing abandonment rates by simplifying the user journey from the ad to the JLR website and finally to the offer
•  Reducing lead generation costs (high cost per lead, CPL)

Solution

•  Customized targeting
•  Using two different ad formats to ensure that the right people are reached in the right way: with both Sponsored Content in users’ feeds and Message Ads
•  Simplifying the user journey with pre-filled requests for the leasing offer by utilising LinkedIn Lead Gen Forms which are integrated with their CRM system without the customer having to detour via the JLR website

Why LinkedIn?

•  Professional environment and high-quality member profiles for targeting suitable leads
•  Relevant environment, especially for the automotive sector
•  Thanks to the quality of LinkedIn data, JLR can target a high number of customers who are likely to want to lease