There’s a pandemic raging. The country has shut down. Tourism has taken a deathly blow. But you’re a premium rental car company – how do you not just survive, but thrive? That’s where we came in.
New Zealand’s border shutdown and COVID-19 lockdown caused shattering disruption to the car rental industry. With zero international tourists, who normally form the bulk of the rental vehicles’ customer base, and with the market about to enter the quieter winter season when (ski season aside) fewer Kiwis would be travelling, Aerodrive faced an enormous challenge. As a relatively new brand in the market, and without the awareness or budgets of the competition, Aerodrive needed to efficiently find, engage and convert customers in a highly challenging marketplace. It was a true fight for survival! Our goals were clear:
- Increase rental bookings
- Improve the order value of those bookings
- Drive traffic to the website
- Increase brand awareness
- Somehow achieve all of this amidst the biggest economic downturn to hit the tourism industry in a generation
Had this happened in any other decade, it might have been too difficult to achieve Aerodrive’s goals – perhaps even impossible. But it was 2020, and that meant we had an arsenal of modern marketing and advertising technology at our disposal. First we identified their key brand differentiator, which in this case was that they own a premium, luxury European fleet. Then, we created an integrated performance marketing plan geared to aid recovery. For the social media aspect of the plan, we built Custom, Lookalike and Interest-based audiences using first-party data. Using multiple ad variations covering vehicle type, call to action and price point, the campaign could signpost users to the brand, building awareness and driving eyes to the website. Paid search, though, was our core revenue driver. We continuously optimised keywords, bids and ad copy to iteratively test and improve performance, and also used Ad-extensions and accurate geo-targeting of high-intent audiences to find people at the right time, in the right place.
This campaign wasn’t just a success – it was record-breaking.
- Aerodrive broke its all-time daily revenue record twice in July 2020, with paid media transactions growing nearly 160%.
- Paid media showed a 6x return on spend between April and October 2020.
In addition, when comparing high-season, summer paid search activities (December 2019 to March 2020) with post-COVID-19 winter recovery (April to July 2020), we found the following results: Search:
- +146% transactions
- -76% cost per acquisition
- -53% cost-per-click
- +800% transactions
- -86% cost per acquisition
- +122% landing page views
Key to this success was agility. Aerodrive worked closely with the krunch.co team on a freedom-within-a-framework basis. Frequent check-ins and clear, unambiguous guidance enabled the krunch.co team to operate with the flexibility required to best deliver the best possible outcomes. Read next: “Sanford and Sons takes on grocery giants with 12 Days of Fishmas”