Touché! won in the ‘Sport and Leisure’ category at The Drum Awards for Search 2022 with its work on maintaining potential customer interest in the Sea-Doo jet ski until stock levels returned. Here, we find out more about what went into this successful project.
Like many companies around the world, jet ski manufacturer BRP Sea-Doo encountered a stock shortage. It needed to capture potential buyer interest and make it last until the new 2022 models came out, without making any false promises.
The lack of inventory couldn’t lead Sea-Doo to go dark on search engines – its top channel in terms of investment. By analyzing the consumer journey, it found out that focusing on the customizable tool on the Sea-Doo website was the only approach that could make our consumers desire the Sea-Doo Life and remind them to pre-order when the new models were launched so they don’t miss the boat.
The strategy was adapted to the supply chain global crisis; capture demand when it’s in market; drive traffic toward the personalization tool; and maintain interest until the 2022 models were available for s.ale In few days, it turned its SEM strategy upside down and reinvented it. Instead of wanting to convert at the cheapest cost, search was the key channel for client nurturing and consideration using the customizable tool.
This protected the brand against aggressive competition and maintained client prospection, while limiting lead generation. More precisely, it minimized the volume of hot leads generated by the best converting tool, while maximizing users’ interactions within Sea-Doo’s ecosystem, but most importantly within the customizable tool on the website.
This meant customers could dream of their unit, its accessories, its colors and later complete their personal info attached to their perfect customed unit. They would land on a waitlist to capture their intention while nurturing them through CRM communications. This way, discussion was kepy flowing with them for over three months until the new models were launched – without further irritating them.
It generated a diminution of 39% of hot leads coming from SEM during the optimization period compared to last year and we generated a diminution of 26% of our SEM conversion rate. These optimizations also enabled the brand to increase its volume of Build-Your-Own engagers by 39% compared to the two previous months of the campaign and to increase consumers’ consideration on the website by 200% compared to last year.
By keeping the conversation flowing with consumers until August, it was able to retarget them within the media ecosystem and made sure they could get their hands on the new models.
This project was a winner at The Drum Awards for Search 2022. Find out which of The Drum Awards are currently open for entry.