Driving Quality Traffic with Demand Gen

Client: Peugeot

The start of 2024 provided a unique challenge for Peugeot. The UK government’s ZEV mandate requires a certain percentage of all cars sold to be electric vehicles, and therefore quality traffic needed to be driven in this direction quickly.

With change coming, Performics @ Starcom sought to take control of the situation by utilising Google’s newly released Demand Gen and SA360-compatible reporting. Demand Gen formed the basis of the campaign, which aimed to decrease CPRS and CPC by driving quality volume through custom intent and in-market audiences. The Starcom team regularly consulted with Google to unlock and utilise the full capability of Demand Gen, using combinations of unique images and videos to appeal to a wide variety of audiences. The team worked tirelessly, learning as they went, and overcoming setbacks – including the fact that SA360 floodlight bidding was not yet available. The results were remarkable, with a triple-digit increase in sessions and a significantly reduced CPRS and CPC that blew original targets out of the water. Peugeot, and parent company Stellantis, were thrilled with the success of the campaign and as a result, are rolling out Demand Gen across nine UK brands. This campaign is leading the change and proving that innovative use of Demand Gen can drive incredible results.