Mazda
Mazda x Schibsted
Through a collaboration with Schibsted, Mazda explored new avenues for marketing. The result was an engaging and effective campaign that not only increased awareness and preference for their latest launch of the Mazda MX-30 R-EV but also led to many new potential customers who chose to take their interest further to Mazda’s own website. Thanks to the influx of visitors to the website, Mazda got over 330 people to complete and finalize a car configuration. In this way, Schibsted has been involved throughout the entire purchasing journey, from A to Z.
The Challenge: Introducing the Mazda MX-30 R-EV to the Audience
Mazda faced the challenge of introducing its latest innovation, the Mazda MX-30 R-EV, to its audience in a way that would create awareness and understanding of the car’s unique features and technology. Additionally, it was important to increase brand preference in both the short and long term.
The Solution: Creative Use of Schibsted’s Premium Formats
To meet this challenge, Mazda conducted a native campaign on Schibsted’s platforms, where they tested our premium format for the first time. Instead of following a traditional marketing approach, Mazda let the team at Schibsted explore the potential of the format and let creativity flourish.
– In our latest native campaign with Schibsted, we tested their premium format for the first time. Without knowing how to best use the format, we let the team use their creativity and find a unique angle, which they did brilliantly! says Lisa Sahlén, Marketing Communications Manager at Mazda.
By publishing articles with personalized and targeted content on SvD and Omni, Mazda succeeded in capturing readers’ interest and explaining the MX-30 R-EV’s unique advantages in an engaging way.
The Result: Increased Awareness, Preference, and Many New Potential Customers
The campaign exceeded expectations and generated over 61,000 readers in total. Add to that an average reading time of two minutes and ten seconds and an impressive exit CTR of 8.2%. This resulted in over 5,000 potential customers finding their way to Mazda’s site, and of these, no less than 333 chose to start building their own version of the car; a clear proof of the high quality of the traffic conveyed from the two premium articles. The campaign not only increased awareness of the Mazda MX-30 R-EV but has also contributed to strengthening Mazda’s brand position in the market.
– The campaign was a big surprise, and we are incredibly pleased with the results. We look forward to a new collaboration! Lisa adds.
And here’s what Rickard Reinli, Content Producer at Schibsted Brand Studio, says:
– This campaign has been a pure success on all fronts. At SvD, we saw fantastic numbers with an average reading time of over two minutes along with an impressive click-through rate. Even on Omni, the campaign generated very positive results, and we are very happy that Mazda chose to trust us and give us free rein; the result speaks for itself.
The team from Schibsted:
Linn Larsson, Client Manager linn.larsson@schibsted.com
Rickard Reinli, Content Producer & Project Manager rickard.reinli@schibsted.com
Liv Hävermark, Front Manager liv.havermark@schibsted.com
Hannah Nordenskjöld, Project Manager hannah.nordenskjöld@schibsted.com