"Bring us more traffic, we’ll do the rest."
We delivered more traffic. Planet Honda did the rest.
Planet Honda’s market is unique. Three competitors are equidistant. Another is 2 miles away. So, growth required creating a bigger footprint. Which was happening slowly through cable and radio, but at a cost. The cable buy ran across 3 cable systems and 11 zones.
Replace a cable buy of 3 systems and 9 zones with total media integration. We began experimenting with YouTube for Planet in 2015. Since then programmatic video, Google Display Network, and our own Data Management Platform have opened up a bigger, more efficient media platform.
- Cable now 2 systems, 3 zones
- Cable cost cut 45%
- Half the cable savings moved to online video
- Media model changed to zip code targeting
- Data Management Platform used to sequence and cap messaging
Expand the existing Planet Man campaign to tell a more complete story of the dealership. These included video and digital assets that showcased Planet’s customer service, unique guarantees, green initiatives, awards, and reviews.