Range Rover Sport
How Range Rover Sport Used Retargeting to Drive High-Quality Leads
2.5%
Lower Cost per Lead
*Compared to a Similar Campaign
14.6M
Impressions
Jaguar Land Rover (JLR)
Jaguar Land Rover (JLR) combines innovation and tradition, creating a legacy of luxury and performance. By building strong emotional brand equity, JLR empowers discerning clients to experience excellence with its renowned brands. The Range Rover Sport, one of the most luxurious SUVs ever made, has seen rising demand. To meet and generate this demand, JLR launched a performance campaign in Qatar and Kuwait, leveraging X to drive user engagement and increase test drive intent.
Campaign objective
The campaign aimed to target high-potential leads by reaching users most likely to complete the test drive form and participate in test drives. By using retargeting audiences, it improved lead quality and reduced cost per lead, successfully generating demand for the Range Rover Sport.
The Solution
To drive website traffic and sales, Range Rover Sport shifted its strategy to target retargeting audiences between July and September 2024. Using Audience Manager, retargeting was based on first-party data, including owners and previous customers, and website activity, such as visits to Range Rover Sport landing pages. Geographic targeting and single image ads were used to precisely reach and engage potential clients, increasing the likelihood of conversions.
The Results
The focus on retargeting audiences significantly improved lead quality. A lead was considered qualified when the Range Rover Sport sales team successfully contacted the individual, who then showed interest in advancing their customer journey, such as scheduling a test drive. This approach resulted in a 21 percentage point increase in lead quality in Qatar and Kuwait compared to the previous year's campaign, while reducing the cost per lead by $7. These results demonstrate that using retargeting audiences on X drives higher-quality traffic and contributes to campaign success.
We greatly value our partnership with X, whose ongoing efforts to optimize and refine our campaigns have been key to our success. Their proactive approach, data-driven insights, and commitment to understanding our goals have helped generate high-quality leads. We look forward to continuing this collaboration and building on our strong foundation.
