75% increase in traffic - in one day!

- The starting point for the campaign was that we had a fantastic product that unfortunately suffered from low awareness. The Grand Santa Fe was a relatively new product, but the relationship between price and brand strength, as well as sales targets, meant that the ROI per advertising dollar was difficult to justify when choosing media for the campaign," says An Ho, Marketing Manager at Hyundai.

- "Furthermore, we find that consumers are becoming increasingly immune to regular advertising, while consumption of (media) content is growing. Thus, the suggestion from Erik Weden at RED about advertiser-based content seemed like a very exciting opportunity for us. We decided to reach the masses on Dagbladet.no and then the consumer and new car buyer on Dinside.no.

75% increase in one day
- We thought the production itself was very good - and apparently so did the customers, because the increase in traffic to the Grand Santa Fe product page grew by over 75% - in one day! But even better, the conversion KPIs increased almost accordingly. The only negative was that we paid per click, which meant that the campaign was over in about three days," says Ho.

- "The conclusion is that this is something we will definitely try again! And preferably as soon as possible," sums up Hyundai's Marketing Manager An Ho.

The right tone-of-voice
- "Content marketing gives us the opportunity to communicate with customers in a new way, as opposed to traditional banner advertising. With clear advertiser labeling, we get the opportunity to put product benefits into a narrative and can therefore achieve a completely different tone-of-voice in a responsible way when communicating with our customers," says Erik Weden, Digital Advisor at RED Media Consulting.

- "We are very pleased with the production process and the design of the article. The article also had a very good effect, both in traffic generation from Dagbladet and in a positive effect on booking test drives, which was perhaps the most important thing for us," says Weden.

- "The test of db.nos native ads format gave us a very clear indication that the design language was right, and this makes us want to further develop new content in collaboration with Dagbladet. The copywriter Thomas Strzelecki found the right tone-of-voice for Grand Santa Fe and Dagbladet's readers, and this contributed to the good results," says Erik Weden of RED.

"Content" works!
- "For us at Dagbladet , this is a fantastic example of how content marketing works well," adds Ole Einar Nesheim, consultant responsible for the agency.

"This is also a case that shows how well it works to reach the breadth of db.no and to target the target group via Dinside," adds Nesheim.

See the article here.