{"id":90951,"date":"2017-06-14T10:00:09","date_gmt":"2017-06-14T04:30:09","guid":{"rendered":"https:\/\/www.digitalvidya.com\/blog\/?p=90951"},"modified":"2023-08-23T16:05:26","modified_gmt":"2023-08-23T10:35:26","slug":"chevrolet-india-leveraged-facebook-relaunch-cruze-case-study","status":"publish","type":"post","link":"https:\/\/www.digitalvidya.com\/blog\/chevrolet-india-leveraged-facebook-relaunch-cruze-case-study\/","title":{"rendered":"Chevrolet India Effectively Leveraged Facebook To Relaunch Cruze"},"content":{"rendered":"

<\/span>\"ChevroletAbout Chevrolet India<\/span><\/h2>\n

Chevrolet India\u00a0came in India in 2003. Chevrolet is doing business in more than 140 countries and selling more than 4.5 million cars and trucks in a year.It was founded in Detroit by Louis Chevrolet and William C. Durant in the year 1911.\u00a0Since 2003 \u00a0it has become one of the fastest growing automobile company in India. The cars provided by Chevrolet India in Indian market are :-\u00a0Spark, Beat, SAIL Hatchback, SAIL Sedan, Cruze, Tavera, Enjoy and Trailblazer. The main aim of Chevrolet India is to provide its customer\u00a0with fuel-efficient cars that have expressive design which are of high quality and have a spirited performance.<\/p>\n

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‘Facebook\u2019s sophisticated targeting tools allowed us to reach the right people on a massive scale, which translated into a significant lift in brand favourability and purchase intent. Facebook has been instrumental in reintroducing a new generation of car fans to our Chevrolet Cruze.’ – Jack Uppal, VP Marketing & Customer Experience, Chevrolet India<\/p>\n

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<\/span>Strategy Adopted by Chevrolet India<\/span><\/h2>\n
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Chevrolet Cruze<\/a> was launched in 2009 and is amongst the leaders in the lower-medium segment and\u00a0has captured a giant section of automotive market as well as the hearts of Indian auto enthusiasts with flawless styling, superior technology and power-packed engine. Not only styling, the car is also enriched with various safety features.<\/div>\n
In February 2016, the Cruze was relaunched with a refreshed design that includes a touchscreen Mylink Infotainment system that keeps drivers connected while on the road. The\u00a0updated sedan offers new grille, daytime running LEDs, projector fog lamps amongst\u00a0others. \u00a0Cruze 2016 remained unchanged on the mechanical\u00a0front \u00a0with the 2.0-litre VCDi diesel engine with an option of a six-speed manual or automatic transmission.<\/div>\n
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<\/span>Goal of Chevrolet India<\/span><\/h2>\n

<\/span>Reaching potential buyers<\/span><\/h3>\n
Chevrolet India wanted to reach its target audience\u2014people who would understand the new specifications\u2014on a massive scale. It aimed to increase ad recall, brand favorability and purchase intent for the car.It wanted to target those audience which were in a specific income level group and could afford the car.<\/div>\n
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<\/span>How did Facebook help<\/span><\/h3>\n

\u00a0Through Facebook Page Post Engagement adverts one can use it to extend the Page posts beyond one’s Page and inspire people to take action it helps in sharing \u00a0information about the business with people. And with insights such as how many people liked, shared or commented on the advert, Page Post Engagement adverts help us to understand the kinds of stories and content our prefered \u00a0audience likes so that we \u00a0can create more of what they love.<\/p>\n

<\/span>Strategy Adopted by Chevrolet India<\/span><\/h2>\n
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<\/span>Precision targeting<\/span><\/h3>\n
Chevrolet India\u2014along with its agency Carat India\u2014ran photo ads<\/a> in the mobile and desktop News Feed to showcase the enticing specifications of the new Cruze.<\/div>\n
\"Chevrolet\u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0\"Chevrolet<\/div>\n
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It targeted the ads to 27- to 45-year-old men and women, and used behaviour targeting<\/a> to reach people who were likely to have the disposable income to buy a car like the Chevrolet Cruze. For example, it targeted people with certain travel habits, who own a mobile device, and have attained a certain education level or demonstrated an affinity for high-value goods.<\/div>\n
The brand used reach and frequency buying to reach its specific target audience on a massive scale, while also controlling the number of times individual people saw the ad. This strategy contributed to a strong boost in ad recall.<\/div>\n
Chevrolet India ran its campaign from February 3\u2013March 10, 2016 and used a Nielsen Brand Effect study to measure the impact on brand favorability, ad recall and purchase intent.<\/div>\n<\/div>\n
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