Background

GMC launched the 2021 Yukon in GCC. An immersive audio campaign ran on Anghami to promote the launch.

The challenge was to entice enough user curiosity on GMC’s re-launched Yukon nameplate, that would nudge users to visit GMC showrooms to check out the car.

• This task was made more challenging by the reduced mobility during the COVID-19 pandemic.

Goals

• Spread awareness of 2021 Yukon.
• Evoke user curiosity on GMC’s re-launched Yukon
• Nudge users to visit GMC showrooms to check-out the car.

Approach

• Immersive Audio Ads were used on Anghami. Campaign ran from Jan’21 to Mar’21.
• DMS Data team conducted Footfall Attribution exercise in KSA, in addition to a BLS.

Measurement

CG Data team measured the effectiveness of the campaign through a Footfall Attribution exercise (using a leading GPS tech partner).

This solution also helps uncover the profile of audience visiting client showrooms, and these crucial insights can easily feed into client’s retargeting strategy.

Results

• Observation: The 3-month long campaign on Anghami resulted in a high volume of showroom visits at +8.5% KSA uplift over the control group.
• Furthermore, the campaign increased the AWARENESS and FAVORABILITY for the new launch in the market (2x growth).
• The campaign was targeted towards Males 30 years+ and succeeded in capturing their attention.
• Outcome footfall attribution:
  The campaigns impact exceeded the benchmarks
  5% uplift vs control group
  0.24 visit index (benchmark: 0:10)
  Double digit cost per visit
• Outcome brand lift: upper and mid funnel uplifts observed
  114% increase in awareness (2x uplift)
  121% increase in favorability (2.2x uplift)