The core objective of Bajaj Auto was to transform customer experiences throughout their purchase journeys.  With their new Pulsar launches, the aim was to evolve the online product discovery and consideration.

With an aim to digitalize the traditional method of purchasing 2-wheelers, we took a 4-fold approach for the sub-segment launch of Bajaj Auto’s renowned Pulsar:

• Google & Meta Campaign Restructuring

We undertook the sub-project of strategically simplifying all Google and Meta performance campaigns. The aim was to reduce campaign clutter and optimize campaign setups. 

• Google Media Strategy

Our plan was to leverage search campaigns, targeting specific states and scale up to include other campaigns like push and target PAN India. 

• Meta Media Strategy

We wanted to initiate Advantage plus campaigns to leverage Meta's algorithm and maximise campaign performance. 

• Bottom-Funnel Focussed Campaigns

All our campaigns were specifically curated for bottom-funnel impact and driving leads. 

• In April 2023, we launched our campaigns, and the combination of Google search, push and expanding targeting levers achieved 71% reduction in CPLs with a 17x increase in spends 
• With the introduction of Advantage plus campaigns, that is one of its kind in the automobile sector, we reduced the CPLs by 20% and increased the CVRs by 10%.
• To improve conversion rates across the funnel from lead capture to final conversion, we dissected the data at each stage and suggested enhancements to improve customer experience, which then led to better conversion rates.
• Apart from media campaigns, we restructured the customer journey basis a detailed funnel drop-off analysis, which then resulted in higher-quality leads.
• We performed an extensive cross-channel creative audit, through which we determined  optimum creative combinations, post which we observed 70% improvement across our CTRs.