In 2017 the top two selling vehicles were trucks, one of them being the Ford Ranger. To capture more market share against the Toyota Hilux, Ford has developed the ultimate performance truck called the Ford Ranger Raptor.
To generate interest and buzz within the automotive world, Ford planned a teaser trailer of the truck in action. With a goal to drive enquiries, traffic and to own the Ford Ranger Raptor conversation online, Ford and my SEO team worked together to ensure the teaser page and video was the number 1 digital destination globally.
For a small budget, we managed to get the Australian landing page to become the destination for all things Ford Ranger Raptor. Local and global car review sites hyperlinked to the page, cited our unique video and content and in turn allowed Ford Australia to control the narrative - Something that the Mercedes X-Class failed to do in Australia with its high price tag and expectations.
Results:
- 84% of all traffic to the landing page was from SEO traffic
- $18K saving in SEM budget due to optimising for SERP 1 for brand and generic keywords
- Generated 126 backlinks from leading car review websites as the page was the source of truth to report on the teaser of the Ranger Raptor
- 6,000 enquiries achieved in 24 hours with a CPA of $0.66 AUD