How LeasePlan beat lead and sales targets in the tough electric vehicles market
LeasePlan UK won at The Drum Awards for B2B 2022 in the Best B2B Thought Leadership Strategy category for its ‘Electric moments’ campaign. Here, we find out more about what went into this successful work.
LeasePlan's campaign was its most successful marketing push ever
In a declining B2B marketplace, finding new opportunities can be difficult. Capitalizing on them can be even harder.
Advertisement
The brief
Covid-19 decimated the UK fleet leasing market. But demand for consumer leasing has been growing. With environmental concerns a key priority for LeasePlan UK, the solution was clear: to provide consumers with leasing deals on electric vehicles (EVs). The challenge was to find a mechanism to promote EVs and increase orders in a contracted B2B market.
Advertisement
The idea
‘Electric moments’ was a fame-making marketing campaign that positioned LeasePlan as a thought leader in the electric vehicle (EV) sector, and use that expertise to overcome the reservations of fleet managers and business drivers.
In practical terms, that meant steering new online visitors to a user-friendly branded hub, jam-packed with a growing collection of expert opinions and thought leadership. Containing video and written content, the hub included road tests and reviews of EVs, guides, FAQs, and in-depth news analysis. Added to those were three interactive tools: one to gauge driving habits to recommend a suitable vehicle; another to assess ‘business readiness’ for such a fleet; and a cost calculator. The hub was free to access. Combined with a range of sponsored educational content, it helped to position LP as an authority on the subject.
Suggested newsletters for you
The results
According to LeasePlan, the impact of its campaign was profound. The hub received 71,000 visitors and 21,000 tool users. Six national papers covered the project, and the company did over 20 radio interviews. Commercially it was the most successful campaign in the history of the business, delivering a 121% increase on marketing-qualified leads. Indirect leads were doubled and direct orders for EVs went well beyond targets. The return on investment for the campaign was 538%.
This campaign was a winner at The Drum Awards for B2B 2022. You can see all the winners here. The Drum Awards for Marketing are currently open for entry. Find out how you can enter now.