RENAULT - POPULAR CAR CAMPAIGN

Medal Won

• 🥇 GOLD – Best Use of Email

Campaign Overview

In 2023, Brazil’s automotive market faced declining sales, prompting the government to launch a purchase incentive for the Popular Zero Car. Amid fierce competition, Renault implemented a data-driven CRM campaign to drive sales for its models, including the Kwid, Stepway, and Duster.

The campaign strategically used machine learning, personalized messaging, and segmented communication to engage existing customers, former clients, and prospects. By focusing on tailored email and SMS outreach, Renault delivered an impactful campaign with impressive results.

Creative Concept

The campaign leveraged hyper-personalization to maximize engagement:

• Segmented Targeting: Classified customers by model affinity and likelihood of purchase within a 60-day window using statistical models.
• Customized Messaging: Email and SMS content featured personalized assets tailored to individual preferences.
• Optimized Channels: Used customer engagement data to prioritize email for the most receptive audiences and SMS for broader reach.
• A/B Testing: Continuously refined creative elements to improve click-through rates and drive conversions.

Execution Strategy

1. Phased Rollout: Launched in three stages, starting with the Kwid in mid-June, followed by offers for the Stepway and Duster at the end of June, and concluding with a focused push in July.
2. Multi-Channel Integration: Delivered over 220,000 hyper-personalized emails and nearly 460,000 SMS messages based on engagement levels and channel performance.
3. Analytics-Driven Insights: Leveraged machine learning to select precise audience segments, maximizing communication impact.

Impact and Results

The campaign exceeded expectations with exceptional results:

• 414,000 customers reached via email and SMS.
• 38% email engagement rate, showcasing strong resonance with recipients.
• 848 vehicles sold, surpassing the initial goal of 480 sales by 76.7%.
• Achieved a remarkable ROI of 5620%, highlighting the campaign’s efficiency and effectiveness.

Why It Worked

The Renault – Popular Car Campaign exemplified the power of hyper-personalization and data-driven strategy. By tailoring communication to individual preferences and leveraging predictive analytics, Renault not only boosted sales but also strengthened customer loyalty, solidifying its position in a competitive market.