For our client CUPRA, we maximized the potential of the Meta platform in alignment with the campaign objectives. We employed a social-first optimized approach, incorporating a mixed reality experience via Quest3 VR glasses, along with a comprehensive media strategy that included first-mover formats such as click-to-WhatsApp ads.
360-degree panoramic view and function simulation: Prior to the car’s market availability, interested individuals had the opportunity to engage with it interactively and immersively. The Spanish car manufacturer successfully enhanced product preference among potential buyers. Alongside fostering a positive perception of the vehicle, CUPRA aimed to assess whether the Tavascan model had a “brand shaping effect.”
The creative communication strategy emphasized native short-form videos, particularly utilizing reels as central elements. This approach was supported by instant experiences and poll advertisements within Instagram Stories. In our implementation, we adhered to the success principles identified by Meta: short-form video ads (reels) should be entertaining, feature a vibrant array of visual effects, include appealing music, and possess strong storytelling that is clear and engaging. Furthermore, it is essential that the target audiences can relate to the content.
In conclusion, CUPRA demonstrated substantial results across all metrics of perception-related advertising effectiveness through a comprehensive brand lift measurement:
22-point increase in the perception of the car model
5.3-point increase in the popularity of the car model
4.7-fold increase in brand popularity
The follow-up campaign not only validated the results of the initial measurement but also exceeded those figures. The advertisements were displayed on Facebook and Instagram to adults in Germany aged 25 and older with an interest in cars.
“The results confirm the valuable synergy between creation and media in enhancing visibility and generating tangible, measurable business impact,” states Tobias Henning, Managing Director, PIA Advertising.
