Amplifying highly positive press represents a huge potential for brands, especially for the automotive industry.”
Nissan is a global full-line vehicle manufacturer that sells more than 60 models under the Nissan, Infiniti, and Datsun brands.
To ensure that the new Nissan Qashqai received maximum media exposure, Outbrain and OMD recommended combining positive earned media amplification (from the specialized and general press) with a retargeting program.
Their goals:
Nissan began by significantly boosting its earned media by amplifying through Outbrain’s network of sponsored links. Thanks to the reach (over half a billion unique users globally), Outbrain was able to guarantee Nissan the scale to reach a highly qualified audience.
Outbrain’s technology allowed Nissan to easily create and qualify an engaged audience, thanks to algorithms based on contextuality, popularity, temporality, behavior, pricing, geography, and device type. Then, to optimize conversion and retargeting, the audience that was exposed to the positive reviews were retargeted to visit Nissan ́s website to book a test drive. This was implemented through the integration of an App Nexus tracking pixel provided by OMD.
Outbrain helped Nissan boost their launch visibility with over 54,000 visits to the positive reviews and 23 million impressions on Outbrain’s network. Nissan dropped its CPC down by 28% as the campaign optimized.
Amplifying highly positive press represents a huge potential for brands, especially for the automotive industry.”
