17 January 2025
Like Reply, a company within the Reply group specialising in Performance Media Marketing, in collaboration with Locala, a media tech company focused on location marketing, has supported Stellantis &You, a leading company in the sale of new and used vehicles and after-sales services, in implementing a media plan aimed at increasing drive-to-dealer in specific geographic areas across Italy.
The approach proposed by Like Reply was centred on personalising advertising campaigns and optimising marketing strategies to increase traffic to Stellantis &You dealerships, using localised behavioural data and advanced analytics tools.
Thanks to Locala, which analyses consumer insights and mobility data through its proprietary planning platform to segment the target audience across the country, the target was built by cross-referencing the geolocation data of users who passed through areas near dealerships with historical behavioural data. Once the target for each area of interest was identified, the mobile campaigns were directed to guide users to the nearest dealership.
The campaign achieved a click-through rate (CTR) higher than the benchmark for similar campaigns and resulted in a 48% increase in visits to the dealership by users exposed to the advertising campaign.
“The campaigns we launched allowed us to reach a highly targeted customer base in our areas of interest, increasing both the number and quality of in-store visits,” said Antonio Capone, Marketing Manager of Stellantis &You Italy. “This result was made possible through an innovative approach that combines data analysis with advanced digital strategies, enabling us to enhance the customer experience and optimise the effectiveness of our marketing operations. The focus on personalising messages and adopting advanced digital tools played a crucial role in achieving these milestones, ensuring a deeper and more rewarding interaction with our audience.”
Locally targeted initiatives and tactics, such as those implemented by Like Reply and Locala, have enabled Stellantis &You to improve the conversion of in-store visitors and build lasting relationships with customers, leveraging the data collected to personalise future experiences.
Like Reply
Like Reply is a company within the Reply group specialising in integrated solutions in the fields of analytics, attribution modelling, SEO, performance media marketing, marketing automation campaigns, and AdTech and MarTech projects. Through the analysis and study of data, Like Reply interprets phenomena and identifies the insights necessary to guide a brand's relationship with its customers. Today, brands must design their business and marketing strategies by fully integrating the physical and digital aspects of their action plan. This approach allows them to enhance the user experience and position the brand as a visionary leader in its industry.