Mazda6 uses Google's Affinity Segments to 'put the pedal to the metal' at launch

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This year marked the launch of an all-new Mazda6 model, combining Mazda's signature design style with its cutting-edge performance and fuel-saving SKYACTIV Technology. In order to build awareness around the launch and grow their consideration set, Mazda Canada implemented Affinity Segments, Google's audience-based targeting tool, to help them zero in on a qualified audience. Mazda reached nearly half a million of its target audience within the first month of launch.

Approach

Implemented Affinity Segments for launch campaign

Targeted “Technophiles” segment

Complemented with high-precision keyword targeting, remarketing for extended reach

Goals

Drive awareness of new Mazda6 car

Encourage brand interaction with SKYACTIV technology

Reach a targeted, qualified audience at scale

Results

Reached 500,000 unique users in first month

Extensive reach helps grow awareness, influence consideration set

Adding Affinity Segments grew reach 10x compared to contextual targeting alone

Extended impact of TV campaign targeting same audience

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