Case
STUDY
Ducati
Driving qualified traffic and increasing intent to purchase
The Challenge
Italy-based Ducati is known around the world for its racing-inspired motorcycles with innovative designs and unique engine features. one50one was tasked with promoting Ducati’s two new models — the light, compact Monster and sporty Multistrada — with the goal of closing the gap between qualified traffic and intent to purchase.
ACTION
one50one created a multichannel advertising campaign with paid social and search. one50one encouraged Ducati to evolve from solely traffic-driving objectives to leads-conversion objectives. one50one then applied tracking and optimized accordingly to increase Ducati’s reach among those most likely to convert. one50one also empowered Ducati’s reach via display, native, adhesions and top-scroll units using video via connected TV (CTV) and YouTube to show the power of Ducati. This ensured targeted buyers were seeing the Ducati campaign multiple times as they traveled the digital landscape.
Capabilities Used
- Paid social and search campaign
- Tracking and optimization
- Programmatic and meaningfully disruptive tactics
RESULTS
128% increase
in search conversion rate
1.08% click-through rate
outperforming both the 0.9% Facebook average and 0.8% for the auto industry on Facebook
0.2% CTR for programmatic tactics
well above the industry average of 0.08%