Customer: Stellantis NV, stellantis.com

Brands: Peugeot, Opel, Citroën

Promotion channels: Meta Ads (Facebook, Instagram)

Goals: Increase the reach, interactions and traffic on Instagram for three Stellantis automotive brands: Peugeot, Opel and Citroën

About the project: Work on Stellantis began in 2022, in partnership with Sasquatch, which is responsible for SMM in the project, and is currently underway in 2024

About Stellantis

Stellantis is one of the world's largest automakers, formed in 2021 as a result of the merger of Fiat Chrysler Automobiles and PSA Group. The Stellantis portfolio includes such well-known brands as Abarth, Alfa Romeo, Chrysler, Citroën, Dodge, DS, Fiat, Jeep, Lancia, Maserati, Opel, Peugeot, Ram Trucks, and Vauxhall. The company operates in the global market and offers innovative solutions in the automotive industry, focusing on both conventional and electric vehicles.

Meta Ads: popularization of brands

Targeted advertising specialists Stratton Analytics conducted a comprehensive advertising campaign for the Peugeot, Opel, and Citroën brands of the Stellantis Group using the Meta Ads platform (Facebook and Instagram). The main goals of the advertising campaign included:

Reach — attracting new unique users and increasing the recognition of each brand in Ukraine.

Interaction — increasing audience engagement and building trust.

The purpose of Likes is to increase the number of followers on business pages.

Instagram Traffic — generating targeted traffic to brands' Instagram profiles.

Reels promotion is a focus on video formats to improve engagement and grow followers through Instagram Reels.

Results of the campaign for Peugeot

Reach: 4 046 987

Interactions: 2 048 678

Followers: 7 568

Clicks on Instagram: 64 852

CPC (cost per click): $0,04

CTR (click-through rate): 1,75%

The campaign for the Peugeot brand focused on attracting new users and building an engaged audience, resulting in high engagement rates and an increase in Instagram followers.

Fact: Peugeot 408 model is the car of the year in Ukraine in 2024 according to motorists

Comparison of results - «Followers»

The number of followers is not just a numerical indicator, but an important factor that affects brand credibility, organic reach, and the effectiveness of advertising campaigns. A large number of followers helps to reduce advertising costs, improve ad click-through rates, and increase conversions through retargeting and audience expansion via Look-alike campaigns.

Campaign results for Opel

Reach: 3 749 013

Interactions: 1 485 978

Followers: 4 950

Clicks on Instagram: 35 895

CPC (cost per click): $0,03

CTR (click-through rate): 1,83%

The campaign for Opel focused on engaging users with content demonstrating the brand's technology and values. The strategy yielded a good result in terms of CPC to Instagram clicks ratio.

Comparison of PPC results between brands

CPC in Meta advertising campaigns is an important indicator of advertising effectiveness. Reducing it while maintaining a relevant audience and high-quality content helps to increase the number of clicks and reduce the cost of customer acquisition. However, it is important to balance the cost per click with the quality of the audience to ensure high conversion and profitability of your advertising campaigns.

Results of the campaign for Citroën

Reach: 3 418 785

Interactions: 1 053 905

Followers: 4 526

Clicks on Instagram: 40 159

CPC (cost per click): $0,12

CTR (click-through rate): 1,58%

For Citroën's campaign, we chose a promotion strategy through Reels, which resulted in a significant increase in business page followers and traffic to the Instagram profile, although the cost per click was slightly higher than for other brands.

Comparison of CTR results between brands

CTR directly affects the effectiveness of advertising campaigns in Meta. 
A high CTR reduces the cost per click, improves the return on advertising investments, and increases the number of conversions. This is an important indicator that allows you to assess how well an ad attracts attention and motivates users to perform a targeted action. Improving CTR is one of the main steps to optimize advertising campaigns and increase their effectiveness.

Difficulties encountered while promoting car brands in Meta

High competition: The automotive market is oversaturated, and advertising can get lost among the many offers from competitors.

Targeting a narrow audience: Problems with accurately identifying user interests, which can reduce the effectiveness of advertising.

Long decision-making cycle: Buying a car is a serious decision, and users may not immediately respond to ads.

Increased advertising costs: Competition can increase the cost of clicks and reduce profitability.

Conclusions

Stratton helped Peugeot, Opel, and Citroën brands achieve good results by using paid advertising campaigns in Meta Ads. The campaigns not only increased reach and engagement, but also significantly increased traffic to Instagram, which contributed to the growth of a loyal audience and followers. Optimization of cost-per-click and effective promotion through Reels showed that an integrated approach can ensure the growth of awareness and trust in Stellantis brands.