SACHS CASE STUDY
For more than 125 years, SACHS have been at the forefront of motorsport innovation and excellence. A global automotive parts supplier of clutches and shock absorbers, SACHS’ premium quality parts are fitted in more than 10 million new vehicles each year. The brand’s USP: premium quality materials delivering high performance and reliability. This is both the SACHS mantra, as well as their passion and their promise.
Our brief: to take one of our existing campaigns – ‘Proven performance’ – and extend it even further; thus underlining and demonstrating the core values of the SACHS brand… and, from a commercial point of view, drive traffic to the online SACHS parts catalogue. By doing so we would expose new audiences to SACHS and the long, proud, unparalleled story of this global automotive powerhouse… further reinforcing the SACHS values and driving home the message that the world’s best drivers don’t just choose SACHS, but also trust them to help them truly perform.
From performance to performers
Expanding on our previously successful campaign (which focused on high-performance vehicles) we developed a strategy that focused on motorsport vehicles and professional drivers (influencers), who rely on SACHS parts to perform. The right influencer has the power to add personality, authenticity and credibility to otherwise corporate communications. Add to this a large, relevant following and influencers can deliver significantly higher engagement. This was the ethos behind our evolution from Proven performance to Proven performers. A subtle variation, yet a seismic shift when it came to significantly expanding the reach of the brand.
The nuts and bolts
The campaign centred around a 2-minute film, which served a dual purpose. First, it provided a stand-out piece of content, which directed people to the catalogue. And second, it grew the number of subscribers to the SACHS YouTube channel, where more content could be discovered.
The film was promoted via YouTube in the form of in-stream and discovery advertisements. Target audiences were pushed to the campaign landing page via Google Display Network ads, all of which were targeted via key demographics, keywords, topics and audiences.
Finally, point of sale materials and trade press ads were issued to garage networks in order to cut-through across all relevant channels and where audiences would be captive.
Driven by performance
The three influencers we chose for the campaign were unique in so many ways. Legends both on the track as well as off. Driven to be the best. Perfectly encapsulating everything the SACHS brand has always stood for…
A high profile Norwegian drift driver, Joachim Waagaard has over 30,000 followers on Facebook alone. In 2015 he was the first ever Scandinavian drifter to take part in the world famous Goodwood Festival of Speed.
A champion GT driver with 40 career wins and over 100 career podiums, Christian Engelhart competes in the biggest championships worldwide.
A British motorsport hero with 175,000+ Instagram followers, Billy Monger raced in F4 until 2017 when he was critically injured in a collision at Donington Park. Despite having both legs amputated as a result of the crash, Billy showed proven determination and fortitude by returning to the sport he loves.
Three exceptional drivers. Three men driven to perform. Three films which showcased their drive to succeed… powered by the unequalled excellence of SACHS.
“HOW BEAUTIFUL IS THIS VIDEO? WHEN IT COMES TO ADVERTISING, IT’S ALL ABOUT IT EVERY TIME. A TRUE MASTERPIECE. IT LOOKS LIKE A MOVIE TRAILER. CONGRATULATIONS TO THE WHOLE TEAM AND THE SACHS COMPANY.”
You tube comment
The statistics of performance
The campaign was a resounding success, with 825,819 clicks for PPC Display and 2,621,754 views on YouTube. And results for Google Display Advertising were exceptional:
Google Display Advertising – overall CTR of 1.81%
3 x industry average for the automotive sector (average CTR = 0.60%)
Those with an interest in motorsport and cars performed particularly well with a CTR of 2.06%
9,834 earned film views*
3.9k increase in subscribers
*Views occurring when someone views a video ad, then later watches another video on your linked YouTube channel, within 7 days of the initial view.