Xiaopeng Automobile Baidu: Watch the stars and turn the wheel to get through the marketing, and watch the road to overtake

2021-12-09 Label: Xiaopeng Automobile | Automobile Marketing | New energy vehicles |

Marketing Background

Established in 2015, Xiaopeng Automobile is an intelligent electric vehicle design and design company of Chinese aircraft manufacturers, and also a technology production company integrating cutting-edge Internet and artificial intelligence innovation. It will travel in the future through data exploration of intelligent electric vehicles. On July 7, Xiaopeng Auto was listed in Hong Kong stock IPO, and on July 17, P5 new products were pre-sale. By using the analysis report of the brand data assets of the Stargazing Disc, Xiaopeng Auto has collected nearly 50 million brand data assets in the past 30 days; Since June, Baidu Index brand search trend has also expanded significantly. In the case of the emergence of car brand equity and the expansion of market popularity, the reason for marketing opportunities lies in the loss of marketing opportunities.

Marketing objectives

Quality and efficiency gains: improve Xiaopeng's brand awareness through a large number of exposure to the listing of the brand in Hong Kong, and increase the borrowing volume to drive sales. While improving the advertising conversion rate, reduce the demonstration cost.

Marketing program

Fully operate the data capability of the starboard, open up the product portfolio, and enable re marketing

1. Stargazing disc+promotion search+brand zone Brand: quotation package, Chinese multidimensional hot words, Tao Tao

2. Stargazing disc+information flow promotion+information flow GD: customized circle layer packet collection, reaching TA from the core to the peripheral layer

Through the combination of streaming GD, information flow promotion and basic wooden fish, we can effectively reach the level of communication, online+line full chain information, and achieve action conversion circle.

Marketing effect

On July 7, the day of IPO of Xiaopeng Auto's Hong Kong shares, the cumulative amount exceeded 200000 per day. The use of stargazing disk+oCPC advertising, through the target portrait+intention words to expand the volume effectively, through the target to achieve traffic increased by 30%; Through the portrait of the target character, the click rate was 0.92%, and the final reason was reduced by 11%.