0
increase in sales in focus markets
0
facebook fans in 8 months
0
cost per fan
Challenge
Pioneer struggled to compete in existing markets as leading car manufacturers upgraded their own in-built sound systems which were harder to remove - reducing Pioneer's market share and sales.
Selling through distributors, Pioneer couldn't effectively promote its product range or their differentiating selling points - such as the larger than life bass, or Bluetooth connectivity.
As general awareness of Pioneer products dwindled, so did sales, as cheaper alternatives flooded the market.
Result
Sales increased 110% across the region and 320% in focus markets - significantly outperforming targets and achieving a substantial ROI.
In just 8 months and on a modest total ad budget of $20,467, a Facebook and later Instagram page was launched, amassing 83,169 fans.
Cost per fan on Facebook was as little as $0.21 and $1,89 on Instagram with a large number of fans engaging with Pioneer and becoming a fan after seeing individual posts boosted.
Solution
Pioneer's audience are generally tech savvy or car lovers - making a good sound system a must. For these users, Pioneer is a fashion statement.
To embody these values our content too, had to be modern - and most importantly dynamic to grab attention with a certain level of shock value.
The core problem was that users were not aware of Pioneer. So, we aimed to excite users, persuading them to: #AskForItByName.
Distributors would not push Pioneer's products; so the campaign lifted the sales model on its head; instead asking fans to insist on a Pioneer product by asking for it by name in stores.
Targeted ads in close proximity to distributing stores and pro-active community management meant that we could target our audience with key messages to connect them with the brand before influencing them to visit their nearest store.
Heinz Championing Attention Economy with dentsu
Kraft Heinz Qatar and Teads partnered to launch the first Attention Measurement Campaign in the Middle East & Africa. The campaign aimed to raise awareness for Heinz's World Cup initiative, ...
B2B: Personalisation at Scale
First, we pioneered an ABM targeting strategy that segmented high-value customer IDs by industry, role & function. Then, to scale, we utilized LinkedIn's Talent Mapping Insights to build a m...
KFC Egypt: Unconditional Love
For 48 years, KFC has been in the lives and hearts of Egyptians. It is the comfort that many people turn to in moments of celebration or sorrow. Thought Egyptians express their complicated, mess...
Malaria No More: A movement to end malaria
The #MalariaMustDie campaign has been supported by a range of agencies both inside and outside the Dentsu Aegis Network with the end goal being to rally the public support for political action.
GoalKeepers17: Rallying around Global Goals
As part of the UN's Common Ground initiative, all of its members have committed to raise awareness of its Sustainable Development Goals amongst businesses and consumers.
BC&F Dentsu: Heart Foundation
Everyone thinks they know what a heart attack looks like, but they’re almost always wrong. This campaign drew attention to the subtle warning signs and actually saved a life.
Isobar & Carat: Dis-Moi Elliot
Dis-Moi Elliot (translated as Tell Me, Elliot) was a campaign that aimed to reduce prejudice about autism through an innovative, interactive and experimental website.
Carat: General Motors
We launched a new car with no branding, no badge and no name creating record breaking results of Chevrolet
iProspect: AccorHotels
During the peak summer holiday season, AccorHotels wanted to make sure that they capitalize on the increased travel intent.
Merkle Tajawal Case Study
With over 15,000 destinations offered there is a huge number of routes available via tajawal - Merkle had to come up with an innovative way to make sure tajawal was appearing in all relevant sea...
Merkle: Pioneer
Pioneer struggled to compete in existing markets as leading car manufacturers upgraded their own in-built sound systems which were harder to remove - reducing Pioneer's market share and sales. W...
#AskForItByName: Pioneer
Pioneer struggled to compete in existing markets as leading car manufacturers upgraded their own in-built sound systems which were harder to remove - reducing Pioneer's market share and sales.
Merkle: Daman
Merkle was tasked to support Daman, the biggest national health insurer in the UAE with 3 million members, on their digital and social transformation, from infancy to a maturity phase.
NBS & Posterscope: The Mosquito Killer Billboard
Together two Dentsu Aegis Network agencies combined forces to devise what might be one of the most innovative weapons against the virus: a billboard that not only raises awareness of neglected t...
Vizeum: Puma
Puma persuades the reluctant ‘sofa surfers’ generation to rise to the fitness challenge with #ThePact
iProspect: AccorHotels
During the peak summer holiday season, AccorHotels wanted to make sure that they capitalised on the increased travel intent.
Dentsu Jayme Syfu: Dead Whale
With an increasing number of whales washing up on shores with plastics in their stomachs, this campaign aimed to raise awareness and increase public engagement with the cause.