Social traffic
STORIESA strong way back in.
73%
of social sessions came from Instagram Stories
Stories was the strongest social traffic placement in the supplied campaign study.
Trak N Tell / IntelliPlay / Connected demand
12% search CTR.
A connected
demand engine.
The smartest screen in the car deserved a smarter route to market.
We connected the campaign, media and enquiry experience around how people discover a product, return to it and decide to ask for more.
The product & the opportunity
A great product.
A complex decision.
IntelliPlay Xtreme brought music, video, navigation and calling into one touchscreen. Integrated 4G, live tracking and anti-theft alerts made the car people already owned more useful and reassuring.
The buying journey needed more than a first impression. People had to notice the product, understand what it changed, search for it and find reasons to trust it. Every encounter could answer a different question.
We planned backwards from the enquiry. Print, Meta and YouTube created demand. Search captured active interest. Feature stories, remarketing and PR built confidence. The website turned that interest into useful context for sales and the next round of planning.
01Your car was
Attention / Create demand
Your car was
still in the ’70s.
“Naye Zamaane Ka Entertainment” made an unfamiliar product immediately understandable. The playful retro world contrasted old-school entertainment with what a connected dashboard could do.
Print established the idea. Video showed the transformation. Social extended it through familiar characters, topical moments and feature stories.
- Print, Meta & YouTube
- Campaign films & social content
- PR & product credibility
Campaign films / Launch & pre-rolls
The launch film introduced the world. Shorter films made each entertainment benefit tangible.
Inside the campaign world4 creatives +
02When interest
Consideration / Capture intent
When interest
became a search.
Someone researching infotainment had a different question from someone looking for vehicle security. Long-tail search met those specific needs with a relevant product benefit.
Search captured interest generated across the wider campaign. We treated it as one part of the journey, rather than giving the final click credit for every earlier encounter.
- Search & long-tail keywords
- Feature-specific propositions
- Campaign landing page
12%
Search click-through rate
Precise queries met a relevant proposition. This measures search engagement, not sales.
03Another feature.
Decision / Build confidence
Another feature.
Another reason
to return.
The next encounter gave people something new to consider. Music streaming demonstrated entertainment. Tracking and anti-theft communication introduced reassurance.
Stories, display and remarketing kept the proposition in view. Repeated contact added another reason to choose the product, while PR supported confidence in the brand.
- Instagram Stories & display
- Feature-led remarketing
- PR & product proof
Facebook & Instagram / Social films
Feature-led engagement, followed by topical content that kept the idea in the feed.
04A dropdown
Conversion / Convert & learn
A dropdown
became a
planning tool.
Two questions made the enquiry more useful: which product interested the visitor, and where did they remember discovering it?
Product selection gave sales a more relevant opening. Recalled discovery, website behaviour and location patterns helped show what people wanted and where demand was forming. Those signals informed the next creative and media decisions.
- Product preference
- Discovery source & website behaviour
- Sales context & planning feedback
IntelliPlay / Lead generation
Register your interest.
Illustrative form. No details are collected.
01 / Product variant selection
Capture the product the visitor is genuinely interested in.
02 / Lead source selection
Let visitors identify where they first got to know about the product.
Original form fields and intent, recreated for this case study. Product and source dropdowns are illustrative. Nothing is submitted.
82.5%
of product enquiries selected IntelliPlay Xtreme
A declared product preference for creative planning and the sales conversation.
68%
of respondents recalled social media as their discovery source
What people remembered, considered alongside how they arrived and returned.
Recalled discovery and analytics answer different questions. Neither figure establishes a sale or last-click attribution.
Campaign impact
The signals
inside the funnel.
Stories drove most social visits. Social delivered the largest share of recorded responses. Validation showed which responses represented genuine interest.
Recorded campaign responses
SOCIALResponse, then validation.
78%
of recorded conversions came from social
30%
of social conversions were validated as genuine leads.
A recorded conversion and a validated lead are different measures.
What the study measured
The campaign connected media response with website behaviour and lead quality. Search achieved a 12% click-through rate. Form responses added declared product interest and recalled discovery, giving the next sales conversation and planning decision more context.
About these measures
Figures follow the supplied Connected Demand campaign presentation and case study. Search click-through rate is 12%. Instagram Stories accounts for 73% of social sessions. Social accounts for 78% of recorded conversions, of which 30% were validated as genuine leads. The form figures use separate bases: 82.5% of product enquiries selected IntelliPlay Xtreme, while 68% of respondents recalled social discovery. These are rates and shares, not growth percentages. The source does not specify a comparison period. Closed-sale data sits outside the study. No absolute performance volumes, spend or revenue are shown.
Selected touchpoints
The idea travelled
beyond the feed.
Print introduced the campaign beyond digital. Standees, product packaging and the sales brochure carried the same visual language into the purchase experience.
Search captured interest the wider campaign helped create. The website gave sales context and planning its next signal.
