In this case study, we present the cooperation that our agency has established with one of the leading affiliate networks on the market. This partner approached us with an ambitious marketing challenge - the implementation of an affiliate campaign for one of the largest dealers of a popular car brand in Poland. The goal of this campaign was to precisely reach new customers from all over the country, potentially interested in buying a car.

Our task was not only to ensure a high number of clicks, but also to achieve a specific level of conversion in the form of leads - the requirement was 40,000 clicks and a conversion rate (CR) of 0.5%. To meet these expectations, we developed a strategy that allowed us to effectively reach the designated target group and meet the client's high requirements.

The rest of this article details our strategy, which helped us achieve the expected results, and the steps we took to maximize the potential of channels such as email marketing, display advertising and SMS marketing. Thanks to properly planned and executed activities, our campaign yielded tangible results, which resulted in continued cooperation and further development of business relations.

Determine the profile of the ideal customer

At the beginning of the campaign, it was crucial to create a detailed profile of the ideal customer in order to fine-tune the message and marketing activities. Using target audience data and client guidelines, we analyzed a wide range of demographic, economic and behavioral information. We determined that the optimal target audience for the campaign would be 30-55 year olds who live in both larger cities and suburban areas. These are people of middle or higher material status, which allows them to think about buying a new vehicle - an investment that requires a stable financial situation.

In addition, we have taken into account that customers in this group are often looking for solutions that make life easier, including modern technologies that improve everyday life. They are open to taking advantage of opportunities offered by advanced driver assistance systems or innovative equipment. We also analyzed their financial preferences in order to select an appropriate advertising message - a sizable portion of this group, instead of paying cash, chooses convenient credit or leasing options, which lowers the purchase threshold and makes it more accessible.

Taking into account current trends in the automotive market in Poland, we also took into account the growing interest in hybrid and electric cars. In this way, we responded to the growing environmental awareness, fitting into the long-term direction of the brand promoted by the dealership. In this way, the profile of the ideal customer not only increased the relevance of the campaign, but also gave it a value with which the target group could identify.

Campaign strategy, activities

The campaign was planned to maximize the potential of the three main communication channels: email marketing, display ads and SMS marketing. Each of these channels had a specific function in the strategy, allowing us to reach different segments of the target audience and increase the reach and effectiveness of the campaign.

Email marketing: In our email marketing efforts, we relied on personalization and audience segmentation, which allowed us to tailor the message to the different preferences and needs of potential customers. Before each mailing, we performed a thorough analysis of the schedule, so that our messages would reach recipients at the most appropriate time - when they were more likely to get acquainted with the offer and decide to contact us. We used dynamic content that took into account users' individual buying preferences and reminders about the benefits of financing a car purchase, among other things. Each message contained a clear call to action (CTA), redirecting recipients directly to the dealer's website, which maximized conversion. In addition to informative content, our emails also included visual elements - photos and short videos showcasing car models - to capture users' attention and build interest.

Display ads: Display ads played a key role in building campaign recognition and increasing the visibility of the dealership's offer. We focused on placing them on popular Polish portals and advertising networks that attract users looking for automotive information or thinking about replacing their vehicle. Matching graphics and advertising messages to different sub-pages and locations in the advertising network allowed for precise targeting, increasing the chances of reaching people who are realistically considering a purchase. We also created several variants of ads that naturally directed attention to key elements of the offer, such as modern technologies in the vehicles, available forms of financing and attractive terms of purchase - anything that could entice potential buyers to click on the ad.

SMS marketing: SMS marketing was an element of the campaign that allowed direct and quick contact with recipients. Our messages were short, concise and designed to convey key information, such as the latest promotions or invitations to contact a dealer representative. Each SMS contained a link that provided quick access to the dealer's website, enabling immediate action. A key element was the precision of the timing of the SMS messages, which had a significant impact on the open rate and engagement of recipients. Our analysis showed that messages sent in the afternoon and early evening hours had the highest effectiveness - at these times, recipients were more receptive to purchase-related messages and interested in special offers.

Each of the channels played a complementary role, allowing to achieve synergies in communication and ensure broad outreach to the target audience. As a result, the campaign strategy not only attracted a large number of interested users, but also effectively directed their attention to the dealer's offer, increasing the chances of conversion and final leads.

Campaign results

Thanks to the dedication of the entire team, precise planning and optimal management of the marketing budget, we were able not only to meet all the client's expectations, but also to exceed the goals, which had a direct impact on the success of the campaign. Carefully designed activities and flexibility during the project allowed us to continuously monitor progress and adjust the strategy to achieve the best possible results.

Number of clicks: We delivered the required 40,000 clicks in one month, achieving this result on schedule. Regular analysis and testing of the effectiveness of the various communication channels allowed us to optimize our efforts to maximize the number of clicks while maintaining a high quality of traffic. By carefully tailoring the content of the ads to the users' needs, the campaign attracted the right audience, increasing the chances of conversion.

Ad displays: One of the key indicators of campaign effectiveness was the number of ad impressions. Thanks to precisely planned activities and the choice of popular portals and advertising networks, we achieved a result of 5 million display ad impressions. Such an impressive number of impressions significantly increased the recognition of the campaign, allowing viewers throughout Poland to become familiar with the dealer's offer. As a result, the dealer's brand became more visible and present in the minds of customers, which created a solid foundation for long-term sales results.

Leads: The most important indicator of the campaign's success was the number of leads, which directly translated into the sales effectiveness of the marketing efforts. In the end, we acquired the required number of leads, achieving a conversion rate of 0.5%, in line with the client's expectations. Achieving this result was possible thanks to effective audience segmentation and the use of tailored marketing messages that attracted attention and generated interest in the offer. Each lead was the result of carefully planned activities, which from start to finish were aimed at achieving the campaign's sales goal.

Our campaign not only delivered measurable results, but also built lasting relationships with the audience, increasing interest in the dealer's brand and strengthening its position in the market. The successful implementation of the objectives not only met the client's expectations, but contributed to long-term cooperation, which is a great distinction and confirmation of the quality of our services.

Summary and effects of cooperation 

Our marketing efforts led to the full realization of the campaign's stated goals, which translated into clear customer satisfaction and positive sales results. The affiliate campaign we created not only helped the dealership reach a wide group of potential customers throughout Poland, but also strengthened its market position and increased brand recognition. Thanks to effective outreach to a precisely defined audience and a refined communication strategy, the client gained access to a new, valuable audience that was more likely to buy.

The high effectiveness of our activities, manifested in the realization of all the key campaign indicators, inspired enough confidence in the client that he decided to continue our cooperation. This cooperation is a great success for us and at the same time a valuable confirmation of the effectiveness of the marketing strategies we use. Our experience and flexible approach to affiliate campaign management have once again proven that we can effectively support our partners' business goals, providing them with tangible results in the form of new leads and conversions.

From our point of view, the continuation of cooperation also means the possibility of further development and optimization of the campaign, so that we can even more effectively respond to our client's needs and strengthen their relationship with the market. Thanks to the fruitful cooperation with the car dealer, our agency has enriched its experience with another successful campaign, which confirms that a well-chosen strategy and excellent execution are the key to success in affiliate marketing.