When the COVID-19 pandemic hit, Kugler Maag Cie, an international automotive consulting and training firm, transformed in-person trainings to a virtual platform. With more than 70% of their business being returning customers, the company recognized the need to re-evaluate their strategy to attract new customers and business while conducting trainings and assessments in the new virtual world. The company’s trainings help automotive suppliers and OEMs manage the complex challenges associated with the emergence of new technologies in the industry – like autonomous driving, enhanced safety features and cybersecurity.
>>CHALLENGE
With the shift in format, Kugler Maag Cie approached Franco with the task of helping the company acquire new leads and build better brand awareness among their key audience of engineering, quality assurance, project management and cybersecurity professionals at automotive suppliers and OEMs. The company wanted to drive traffic back to its North America blog, which is focused on key offerings to drive training registrations.
>>APPROACH
The Franco team proposed a digital advertising campaign targeted to key job functions, industries and geographies where OEMs and suppliers have facilities. Using a variety of content, including blog posts and instructional videos, we optimized the ads in two ways: (1) drive visitors back to the website and (2) video views across LinkedIn and the Google Search network.
>>RESULTS
The LinkedIn ads, which were targeted by job function and geography, drove more than 1,800 users to the Kugler Maag Cie website. The Google ads drove nearly 2,900 visitors to the site during the first nine months of 2021. This additional traffic resulted in a fully booked schedule for Kugler Maag Cie during the summer months and created additional interest in trainings for late 2021 and early 2022.
- Total impressions: 471,719
- Total clicks: 1,857
- Video views: 93,670
- Top audience job functions: Engineering, operations, program and project management
Google Search
- Total impressions: 1,088,894
- Total clicks: 2,868
- Video view percent: 62%
