Hitting the ignition on high-quality brand awareness
Putting Sponsored Updates in the driving seat for a global awareness campaign enabled Nissan to engage the professional mindsets of a high-quality audience, and generate meaningful engagement with its brand story.
Leveraging LinkedIn’s unique profile targeting capabilities, Nissan was able to deliver a mix of engaging, shareable content within the feed of C-Suites, business owners and Vice-Presidents worldwide. And the brand tailored its approach to Sponsored Updates to ensure that it took full advantage of the engagement opportunity. Nissan used compelling images to increase the impact of its updates and ensure standout in the feed, and it crafted a careful mix of stories to engage attention on an on-going basis. Updates discussing Nissan’s global expansion and corporate strategy complemented others spotlighting the creative design and engineering process, and showcasing new vehicles.
Equally important was Nissan’s commitment to optimising its Sponsored Updates strategy using instant feedback on engagement levels. Continually refining its approach in this way enabled the brand to generate a global engagement rate of 1% amongst its time-poor audience, and build on-going brand relationships amongst the world’s highest value auto buyers.
“LinkedIn Sponsored Updates have widened our audience interest for all of the Nissan brands,” said Nissan’s GM and Chief Digital Officer, DeLu Jackson. “We use these updates to encourage people to dig deeper into our business, engage with Nissan and share content of interest with their professional network, and we’ve driven brand equity with an important and influential audience.”