Real Impact
Since end to end attribution is effectively dead, this provides the best view of individual marketing campaign impact. A statistically robust impact score of one set of data against another that can be used in place of attribution.
CASE STUDY
Zipcar – Implementing an Award Winning Multi-Channel Brand Awareness Campaign that Drives Real Revenue
Challenge
Zipcar—the UK’s biggest car-sharing club—aimed to become the leader in car-sharing in London. After revenue plateaued post-COVID, they needed help to grow new membership registrations, encourage existing members to make more bookings, and ultimately increase profitable revenue. A key problem was low public awareness of the car-sharing concept, exacerbated by reduced visibility during lockdowns.
Media Solution
A multi-channel brand awareness campaign was implemented, investing more in activities such as programmatic advertising, video, podcasts, and dynamic creatives. The strategy aimed to reach potential customers with brand and use case-based messaging via an integrated mix of ATL, programmatic, paid social, PPC, and SEO. Focus was placed on key ‘car booking moments’—such as airport parking, day trips, or moving house—using data from third-party sources like Skyscanner and Zoopla. The campaign was also reactive to events like bank holidays, weather changes, and tube and train strikes, using dynamic creatives to show the right ad to the right person at the most opportune time. For example, dynamic creative messaging was leveraged to target commuters seeking alternative transport options, resulting in a 41% stronger CPA. Through audience research, it was identified that podcasts indexed highly among Zipcar’s core audience. Spot ads were activated across popular podcasts.
Technology Solution
Recognising that external factors like bank holidays, weather, or transport strikes could influence bookings—factors outside Zipcar’s control—it was necessary to measure the campaign’s true impact on registrations and revenue. This is where the proprietary tool Real Impact proved invaluable. Real Impact reduces wastage by accurately measuring which channels deliver results in terms of incremental revenue. By moving from correlation-based modelling to causality, a true understanding of the impact of Zipcar’s marketing investment was gained. The tool demonstrates direct business outcomes from both online and offline channels, retrospectively or in real-time, justifying marketing spend to the C-suite by showcasing clear ROI and tangible results. As a result of our teams hard work, we’re thrilled to have won the PMW Global Awards’ Integrated category 2024 for our work with Zipcar!Results
41%
41% stronger CPA from dynamic creative messaging around tube and train strikes.
102%
102% stronger site visitor rate post-exposure compared to the industry benchmark.
+85%
Over 85% certainty that total awareness activity increased overall business revenue, resulting in an awareness ROAS of 3.15.
Tug Labs
- Content
- Data
- Media
- Technology
