KIA Motors Case Study

Customer: KIA Motors

Products: KIA Stonic and KIA Stinger launch

Target Market: Finland

Objective: Awareness and Performance

Tools: Facebook & Instagram Optimization Software

Campaign time: September to October 2017

Key Figures:

– 51% traffic growth to KIA Finland website

–  2152% increase in MyKIA website visits

– 950 booked test drives, the previous record was 265

– CTR 10,6%

– CPC 0.03

1 – Let’s start with the big question: how did you find the results of the KIA Facebook campaigns operated by Pure Digital?

Niina Kattelus, Marketing Manager, KIA Motors: The results of the KIA Facebook campaigns that we did with Pure Digital were outstanding and completely exceeded our expectations in terms of cost-efficiency, reach and engagement. This was also the first time we had ever received such detailed reports and were able to see the return on our marketing investment.

2 – How did the figures look?

The biggest surprise for us was how well our Facebook campaigns actually directed traffic to our website. During the campaign month, we had a 51% increase in website visitors compared to the same month in the previous year. The campaign analytics revealed that most of this traffic came from social media, which is something we have never seen before.

3 – As you were our first-ever customer, we are anxious to hear what you think of our agency and the quality of Pure Digital’s work?

I was extremely happy with Pure Digital’s analytical and scientific approach to digital marketing. The quality of work, level of detail and extremely fast, flexible and friendly service is something I greatly appreciate. The team is obviously experienced and I have 100% trust in them for our future campaigns. All the reports they prepared were easy to read and the results were well analysed for future campaign optimisation.

4 – KIA gave Pure Digital pretty much free reign to run and optimise the campaign – how did you feel about delegating so much authority and responsibility to us, and did it work out?

Absolutely – Pure Digital was able to build trust with us quickly. The key to all this was their team, which is extremely experienced, analytical and always had a good rationale for their suggestions. The team has the skills and courage to argue their point if they see something would work better, based on their careful optimisation work and experience. I believe that by giving them authority and responsibility to run and optimise our campaigns, we in turn get better results and optimise our return on investment.

5 – Finally, what´s next for KIA in terms of digital advertising?

The next big step for us is a new mobile-optimised website to enhance our customer experience. We will continue working with Pure Digital on social media campaigns, but we also see them as a valuable partner in other digital marketing services. Based on our experience with Pure Digital, I have trust they will be a great partner for us in building our digital presence and achieving better results in the future by using data-driven digital marketing and the best software on the market.