MG Hector, Morris Garages India & their blazing success with LinkedIn campaign

Morris Garages (MG) India unveiled the MG Hector in June 2019 in India as the country's first "Internet car." Consumers reacted positively to the SUV's premium look, smart features, and mass-market price point, and it quickly became a popular. MG India was in the post-launch phase of its marketing campaign by January 2020. It took advantage of the opportunity to put LinkedIn to the test in terms of targeting high-value customers.

The promise of fascinating everyday experiences has been at the heart of the MG brand. It impacts not only what they sell, but how they sell it too. They were keen to learn how LinkedIn could potentially reach affluent and engaged audiences in a more targeted way after executing marketing campaigns on other digital platforms. The experiment turned out to be a massive success. Thanks to highly engaged LinkedIn visitor traffic, Morris Garages India achieves its lowest-ever bounce rate.?

Why did MG India choose LinkedIn over other digital platforms for campaign?

The brand had a difficulty in identifying, reaching, and engaging a new, untapped segment of high-value customers with the financial ability and desire to acquire the luxury vehicle. With this goal in mind, MG India launched a three-month LinkedIn campaign that combined multiple targeting filters to target potential buyers and purchase opportunities. They stacked their campaign into following layers such as by role and seniority: Top-level executive; by interest: Automobile enthusiasts; and, by occasion: newly promoted senior executives.

A range of ad types, like sponsored content, video advertisements, and dynamic ads, were used in the LinkedIn campaign to engage custom audiences and drive traffic to their excellent website. Placing the LinkedIn Insight Tag on their website helped to gain valuable insights into how visitors engaged with the website.

Campaign Outcomes: Lowest-ever bounce rate with highly engaged visitor traffic.

Thus, the brand was able to achieve the following successes – thanks to a well-crafted well-targeted LinkedIn campaign. LinkedIn traffic resulted in MG India's lowest-ever bounce rate of 11% and the largest amount of time spent on the website in the history on its website. In comparison to industry standards, they have a 3X higher CTR and Engagement Rate. In 2 months, there was a 30% increase in their digital marketing score and 96% positive sentiment on paid and organic content for the brand.

That's the power of a well-designed and well-crafted LinkedIn campaign. When a campaign's basic framework is in place, the brand campaign thrives and produces remarkable results. It's essential to first develop a pool of responsive and dynamic owned media, such as websites or social media pages, blogs, newsletters, and then integrate them with other paid and earned media to create engaging consumer journeys that help them make better and informed purchasing decisions and, as a result, drive sales for the brand.

We know that LinkedIn users are more likely to be receptive to proper marketing messages, since they engage with the platform to reach their life and career goals from jobs to financial stability, and wealth creation. The MG Hector’s campaign success has now persuaded MG India that LinkedIn deserves to be a part of its marketing strategy going ahead and I think it should be the same for other brands as well from automobile to health and FMCG etc.