Today more than 50% of all product searches are started on Amazon and not on Google. We used this fact to promote the new E-Class where the customers are in the right mood for shopping and information about new products.

We used Amazon client insights to identify and address our target group in the Amazon universe and we created targeting segments by combining the Amazon data with Mercedes data. We combined this targeting with display ads that were delivered on Amazon and on the Amazon Advertising platform to lead the users to the product page. On this product page the users went into the E-class world and had the possibility to arrange a test drive.

Not only that we generated 250% more test drives than with comparable campaign at a 75% lower Cost per lead. Also the interaction rate confirmed this approach: every 2nd user used the further information on the product page. At the same time this campaign marks the next step on Daimlers way to “Best customer experience”, a customer centric approach that puts strong emphasis on the customer.