14.58X roas on first social ads test
The car rental business is changing.
And AVIS/Budget Group (ABG) needed to adapt new lines of revenue to stay ahead. They sought to utilize paid social to strengthen the overall media mix for the brand to achieve its respective bottom-line KPIs with regard to scale and efficiency.
Our job as a partner included strategic and client-facing work, as well as execution/management, and reporting/analytics.
ABG had four key objectives for social to support:
A longer rental. Increase the volume of week or more rentals.
Non-core lift. Increase awareness of, and rental volume of, non-core vehicles (non-standard economy or compacts; SUV, sport vehicles, any upgraded vehicles).
Increase pre-pay. Avoid ‘breakage’ by educating on the advantages of pre-pay, and facilitating pre-pay bookings.
Increase one way. Support volume of pick-ups at one location, drop offs at another.
Here’s how we did it:
Overview:
Dynamo was tasked to drive the launch of both Avis and Budget’s Facebook campaigns. This included implementation of the Facebook Pixel, troubleshooting for a site with unique end actions (i.e. rental car bookings), and recommending budgets for acquiring new customers — with little to no existing customer data.
The Work:
Dynamo provided the social strategy and execution for each campaign, beginning with modeling a test to find actionable data. From this test, we determined which target audiences, markets, ad units, and messaging were most efficient to scale, and recommend future efforts once off- boarding the brand for the client to manage in-house.
Hurdles were encountered that included the FB Pixel quadruple-counting based on flaws in the website’s design. Dynamo led troubleshooting efforts, and was able to identify and direct the client and accounts teams to resolve the issue and ensure data was being tracked accurately. We served as strategists and SMEs on this account, providing our skill sets to test, learn, and refine tactics to ensure long-term success for each brand under the ABG umbrella.