In a saturated market heavy with promotions and price slashes, how can leading automotive brand Proton reach out to quality audiences using technology and data in a more innovative way?

Proton wanted to drive conversions with the primary goal to increase car bookings and secondary goal to increase test drive. To do this effectively, it was vital to reach quality audiences with precision. We have been analysing Proton’s website data and correlating it back to media activation for at least 3 months prior to establishing the hypothesis in creating a customised strategy unique to Proton’s true business goal.

Our proprietary Amplified Intelligence (AI) technology, Copilot gathers data and optimises media buying in real time. By utilising the data collected, the Copilot team developed weightage against those metrics and developed a custom algorithm (Custom Outcome Strategy) to further drive performance for Proton.

We used the client's existing on-site data to determine the correlation between each page vs a conversion. We then assigned weightage to each of those pages according to the statistical correlation. Those weights were then input into our custom algorithm, which then processed and determined how valuable an impression was by weighing between likelihood to visit the specific page and subsequently leading to the conversion. We not only analysed and assigned custom weights to each page on client's website but also evaluated each impression to their likelihood to convert. The higher the weightage, the higher the possibility of users converting to purchase.

First, a page audit was done to ensure proper tagging of all the pages for analysis purposes. Then, a weightage score was assigned to the AI which was linked to our DSP. Through the use of AI, we were able to leverage the system's ability to continuously improve and provide more efficiency across the campaign period. On top of the continual AI optimisations, manual bidding strategies were implemented more aggressively in the middle of the test, which also played a key role in the drop in CPA. The Total Media Investment for the campaign was RM257,400

From July onwards, the campaign has shown great efficiencies in costs. This strategy was able to capture the right users which showed high purchasing intent. From looking at the past data, through the implementation of the custom algorithm tests, we were able to see 166% increase in landing rate, 42% decrease in Cost per land, 222% increase in conversion rate, 88% decrease in CPA.

Our collaboration with Proton has allowed us to elevate their campaign with innovative customised solutions, and have gotten them excited to test out additional customised metrics in the future.