Toyota Highlander Accelerator Key Takeaways:

Higher Engagement Rate on Highlander Accelerator (0.70%) than Benchmark (0.56%)

Strong video engagement; 65% Completed Video plays

Strong CTR on Mobile Compare & Consider Entry (CTR = 0.37%) and Landing Page (CTR = 2.00%)

Campaign increased top-of-mind awareness for Toyota Highlander

Highlander lifted mid-size utility vehicle traffic 3pts higher during the campaign period, compared to the pre-Accelerator period

Highlander share of traffic increased amongst all Toyota hub models and its competitive set

Based on cross-shopping, Highlander redesign has helped better define the competitive set in the eyes of the consumer

Homepage execution was successful in driving over 11K engagements on the expanded module resulting in a 391% engagement rate (Slide 4)

Lincoln MKC gained 34% in competitive share on New Car Hub page views during homepage takeover

New Car Homepage ad clicks and sidekick engagements performed at least 2.5 times higher than benchmark

Media Blitz placements delivered performed 54% above run of site benchmark while delivering over 10K visitors to Lincoln.com

Lincoln MKC retention ad performance jumped 15% while featuring the integrated wallpaper

MKC’s mobile placements delivered over 13 million impressions creating brand awareness while performing over 4 times higher than desktop placements (0.48% CTR)

October 2014 – January 2015

Tablet advertising included Brand Center Sponsorship – Brand Center, Model Centers; Luxury

Time frame: 2/24/14 – 4/30/14

Higher position on article led to more user engagement with video

Lift in new car traffic and engagement during launch

YoY and QoQ lift in consideration

Ford Accelerators (2016)

Strategies:
a) Multi-model campaigns help drive awareness and gain competitive share at the brand level.
b) Position F150 based on capabilities as a potential target for people considering the midsize truck segment.

Ford/Lincoln Own The Segment

KBB Traffic: Ford has maintained a strong position against key competitors with 20% of all KBB traffic – Slide 3

Own The Segment traffic to Ford Models has jumped 75% since KBBs Homepage redesign – Slide 6

Ford’s New Car Hub activities jumped 3% month-over-month with Incentives (+12% MoM), Ratings (+8% MoM) and (+7% MoM) seeing the highest month-over-month gains – Slide 10

Lincoln’s New Car Hub activities increased by 8% MoM with Photos Viewed (+125% MoM), Cost-To-Own (+67% MoM) and Pricing (+14% MoM) – Slide 13