Nissan: Data-Driven Retail Framework

Project type

Retail and Data Driven Strategy

Role

Strategy Manager

Agency

TBWA

Industry

Automobile

Brand

Nissan

Cultural Insight and Execution

Changing the game was the only way to stand out in the ultra-competitive retail landscape. Rather than outshout competitors, I aimed to develop an optimization-focused strategy called the Combat Wheel.

This data-driven retail framework highlighted specific Nissan car features outperforming competitor models, targeting consumers actively searching for those attributes. The strategy fostered cross-team collaboration, bringing together the media team, creatives, and Nissan engineers to launch a digital retail campaign in partnership with Google Zoo. Each Nissan model was strategically positioned to compete with rival models by emphasizing its strongest features during relevant consumer searches.

Challenge

Nissan was facing challenges in gaining relevance in its retail efforts, competing against major automobile brands with substantial media presence and aggressive pricing. These competitors, with their significant mass media investments, were able to reach more consumers and create more sales opportunities.

Outcome

For the first time, Nissan's retail efforts leveraged its brand identity, leading to a 32% increase in consumer perception of Nissan's technology and a 20-point improvement in overall brand perception. Additionally, the cost per lead (CPL) decreased by 59%, while sales conversion rates surged from 7% to 15%, setting an all-time record for the company.