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Blazing a new trail
Morris Garages India achieves its lowest-ever bounce rate with highly engaged visitor traffic from LinkedIn
In June 2019, Morris Garages (MG) India launched MG Hector, its first product for India and the country’s first ‘Internet car’. Success came quickly as consumers responded enthusiastically to the SUV’s luxury appeal, smart features and mass-market price point. By January 2020, MG India was in the post-launch phase of its marketing campaign. It took the opportunity to road-test LinkedIn's effectiveness in reaching high-value consumers.
Why LinkedIn?
“At the core of the MG brand is a promise of exciting experiences every day. It guides not only what we sell, but also how we sell it. Having ran marketing campaigns on other digital platforms, we were keen to find out how LinkedIn could help us reach an affluent and engaged audience in a more targeted way. It was a remarkably successful experiment,” said Udit Malhotra, Head of Marketing, Morris Garages India.
The Challenge
To identify, reach and engage a new, untapped segment of high-value customers with the means and interest to purchase a luxury vehicle.
The Solution
MG India launched a three-month campaign, using:
- Precise targeting to pinpoint potential buyers and buying occasions by layering several targeting filters:
- By role and seniority: Top-level executives
- By interest: Automobile enthusiasts
- By occasion: Newly minted senior executives
- A mix of ad formats including Sponsored Content, Video Ads and Dynamic Ads to engage audience segments and direct traffic to their website
- LinkedIn Insight Tag, installed on their website, to unlock valuable insights into visitor behaviour
Results
- #1 digital attribution of website visitors — traffic from LinkedIn recorded MG India’s lowest-ever bounce rate of 11% and highest amount of time spent on website
- 3X higher CTR and Engagement Rate compared to industry benchmarks
- 96% positive sentiment on paid and organic content
- 30% uplift in content marketing score in two months
About
Morris Garages (MG) India brings one of the most celebrated automobile brands to one of the world’s fastest-growing automotive markets. The brand entered India with its first manufacturing facility in Halol, Gujarat in 2017 and launched its first wave of cars in 2019. MG India combines innovation, imagination and passion with a quintessentially British heritage to position itself as an automotive manufacturer of the future.
INDUSTRY: Automotive
NO. OF EMPLOYEES: 1,001 - 5,000
HQ LOCATION: Gurugram, India
“We were really impressed with the quality and quantity of the inbound leads from LinkedIn. LinkedIn is able to deliver on both our branding and tactical objectives, which makes it a versatile addition to our arsenal.”
Udit Malhotra
Head of Marketing
Morris Garages India
