PEUGEOT TURKEY

Peugeot Turkey adopted a connected brand strategy—where one type of ad content leads to another—to broaden its appeal, and saw a 5.4-point lift in favorability compared to its usual strategy on Instagram and Facebook.

Papar @peugeotturkiye
THE STORY
“Power of Allure”

Peugeot is a French automobile maker with a history that stretches back to a family steel foundry that opened in 1810. The company built its first internal-combustion engine car in 1890. Today, as part of the Stellantis automotive group, its brand motto is “Power of Allure” and its focus is on the transition to electric vehicles.

5.4-point

lift in favorability

2.6-point

lift in top-of-mind awareness

We see Meta continuing to play a really important role in delivering incremental reach alongside offline channels as it allows us to cost-effectively engage with hard-to-reach, digital-first consumers. The connected brands strategy was very effective in strengthening the consumer bond and increasing brand perception.
MERT AKYOL, DIGITAL MARKETING SUPERVISOR, PEUGEOT TURKEY
THE GOAL
Raising awareness and connection

Peugeot wanted to boost awareness about the launch of its latest 308 model car in Turkey and increase top-of-mind awareness among consumers for its brand.

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THE SOLUTION

Using a connected brand strategy

Peugeot Turkey typically ran video ads and photo ads for its campaigns. But as part of a wider media campaign to promote its new 308 model, Peugeot worked with Publicis Groupe Turkey to create a connected brand campaign strategy that also used additional touchpoints—including interactive ad formats—to inspire stronger interest in the Peugeot brand.

Peugeot’s new connected brand strategy used countdown stickers in Instagram Stories and poll ads to drive connection with consumers. Peugeot also worked with Meta Business Partner WellCrea to create an augmented reality ad with an effect that enabled people to be “inside” the new Peugeot 308 and view the cabin features. The team also worked with automotive industry influencers who created a variety of partnership ads.

To understand how well the connected brand campaign strategy worked, the team ran an A/B test comprised of:

  • Cell A: usual video and photo ads
  • Cell B: the same ads as in Cell A, plus additional ads (countdown stickers in Instagram stories, poll ads, augmented reality ads and partnership ads)

The team showed all ads to Turkish adults aged 25–55 in Instagram Feed and Stories.

Peugeot Turkey measured the results of its September 23–November 30, 2022 campaign using a Meta multi-cell brand lift study. The study found that the connected brand strategy outperformed its usual ad strategy:

  • 5.4-point lift in favorability
  • 2.6-point lift in top-of-mind awareness
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Meta’s connected brands approach helped us break the fourth wall between Peugeot and its audience. Considering social media is a powerful tool for consumers to express their emotions and thoughts, launching Peugeot’s new manifesto and model with interactive ads enabling dialogues between the brand and audiences played a critical role in maintaining high favorability and top of mind awareness scores.
LARA ANIŞOĞLU, DIRECTOR OF DIGITAL MEDIA, PUBLICIS GROUPE TURKEY