Storytelling and High-Impact Niche Campaigns for a Historic Luxury Car Brand

Hispano Suiza is a historic brand in the world of luxury automobiles, founded in 1904 in Barcelona by Damián Mateu and Marc Birkigt. Known for its exceptional innovation and quality, its cars combine elegant design with high-tech performance. Although production ceased in Spain in the 1940s, the brand has resurfaced in the modern era, focusing on the production of luxury electric vehicles that retain the spirit and sophistication of its legacy. This revival aims to capture both historical automotive enthusiasts and a new generation that values sustainability and cutting-edge design.

Strategy

Hispano Suiza has entrusted Runroom and its Performance Media team to relaunch its brand in today's competitive automotive market and maximize lead generation for its new models: Carmen, Carmen Boulogne, and Carmen Sagrera. The goal has been to reach both historical enthusiasts, car collectors, and new generations of high-end car lovers who appreciate elegance, tradition, and technology.

In addition to the brand relaunch, two projects have been implemented to enable ROI calculation and continuous improvement of our campaigns. The first project focused on web analytics and the setup of Google Tag Manager and Google Analytics 4 to efficiently manage all web tracking. The second project focused on automating the lead management through Hubspot to enhance experience personalization and maximize lead-to-customer conversion.

A key factor of the project has been collaboration with Broadcaster, a creative agency specializing in visual content production. Broadcaster has played a crucial role in creating excellent videos and other content for the campaigns, ensuring that each communication piece not only captures the essence of Hispano Suiza but also aligns perfectly with the expectations and preferences of our target audience.

To achieve these project objectives, we carried out, among others, the following actions:

• Brand Storytelling: activation of videos to narrate the brand's rich history and establish an emotional connection with the audience, focusing on Hispano Suiza's identity and heritage in the new models.
• Niche Video Campaigns: targeted at specific audience segments to highlight the innovation and exclusive design of the Hispano Suiza models.
• Visibility at Events: active participation in key automotive events, including collaboration with relevant industry influencers, to directly interact with potential buyers and enthusiasts, thereby increasing the brand's visibility and prestige.
• Internationalization and Coordination with the Commercial Strategy: implementation of strategies focused on specific targets in the USA and Europe, to directly support sales and the expansion of the dealer network.
• Intensive Use of Digital Platforms: we have used channels like Meta, Search, Demand Gen, and YouTube to ensure broad reach and precise targeting, optimizing the visibility and impact of the campaigns.

Impact

These are some of the results achieved so far:

• Reach Campaigns on Meta Ads. With a reach of over 7 million, we achieved a highly competitive CPM, improving the initial goal by 33%. The use and adaptation to different advertising spaces in Stories and Reels, aimed at audiences interested in luxury electric cars, has proven to be the most effective strategy.
• Viewing and Interaction Campaigns on YouTube:
• • Connected TV through YouTube: we used videos designed to reinforce brand recognition and establish a deep emotional connection with the audience. Our main goal was to maximize VTR, achieving a 104% improvement over the initial goal.
  • YouTube for Action: In this case, we opted for a strategy of shorter videos, focusing on the YouTube Shorts format to encourage user interaction, improving the initial goal by 61%. The ads were specifically targeted at remarketing audiences and audiences with specific purchase intentions (custom intent).
• Results of the Web Analytics and Lead Management Project with Hubspot: We have achieved detailed tracking of interactions on the website, allowing us to identify specific stages of the users' buying process. At the same time, the commercial department has adopted advanced lead qualification methods in Hubspot, which has significantly improved both lead conversion and their follow-up. This implementation has led to more effective management and a notable increase in the efficiency of interactions with customers.

Next Steps for 2024/2025

With a solid base strategy focused on awareness for various niche audiences, we will continue expanding Hispano Suiza's digital presence by exploring new channels, market niches, and innovative creative formats that allow us to enhance brand presence and recognition. We will focus on boosting other brand objectives such as expanding the dealer network and gaining visibility from leadership sources within the company. The challenge of relaunching a brand with such a rich history has been a very stimulating challenge, and we look forward to continuing to achieve success in the coming years.