A powerful brand with millions of fans is an awesome start, but reaching the select few actually interested in purchasing a Ferrari requires some special sauce.
Reaching Ferrari's extremely targeted consumer is no easy feat, but as the digital agency for Ferrari, we know what to look for. Before we start creating the right solution, we take the time to ask the right questions. We conducted keyword research, examined competitor tactics and results, and even uncovered where serious customers were landing when they searched for Ferrari (usually dealership sites). With all of this research in mind, we determined the best digital marketing strategies and crafted several tactics to hit the mark.
Ferrari's website receives a staggering amount of traffic every day. Using advanced tracking methods, we identify which visitors' behaviors reflect that of a targeted consumer. We show banner ads to these visitors (to the tune of more than half a million a month) when they visit other websites to drive them back to Ferrari.
Sometimes conveying a sense of luxury is best accomplished with something physical. A select list of potential consumers received a direct mailer that reflected the quality and personalization of the Ferrari experience (which we used to track the effectiveness of each individual print piece).
If they're searching, they're interested. That's why when someone looks for information on one of Ferrari's automotive marvels, we serve up relevant ads sending them to Ferrari landing pages focused on initiatives like their 7-year genuine maintenance program.
Creating beautiful banner ads is easy, but making sure they show up on relevant websites, around the right content, and to the right audience? That's harder—but it's also where we excel. Well over a million sets of eyeballs see these ads every month in Ferrari's campaigns.
To support all of these efforts, we designed ads and landing pages that not only matched the aesthetic beauty of Ferrari, but were just as flawlessly functional. Starting from paper and ending with pixels, each aspect of the page was carefully considered and chosen to be as effective as possible.
With campaign strategies in place, ads designed and landing pages developed, it's time to launch Ferrari's digital marketing campaigns into the wild. But before launching, we revisit our original goals, what's changed since we started and what we expect to watch and refine in the coming months.
We constantly track and analyze the performance of our initial creative and campaign strategies. Every tweak we make goes towards our goal of reaching very targeted consumers and getting them behind the wheel of a Ferrari.
These constant optimizations not only increased the number of leads Ferrari received, but also dropped their cost-per-lead by over 90%.