Case Study: Opel achieves 97% on-target reach and up to 30% brand favourability lift with Facebook

Opel - Customer Case Study

Opel, the long‑established German automaker, wanted to reposition its connected‑car service OnStar as a leading, widely available technology and refresh outdated brand perceptions while reaching its core audiences efficiently and maximizing limited media spend.

Opel ran a six‑week, highly targeted Facebook campaign that adapted TV spots into tailored video ads for three audience segments (Mobile, WiFi, Security), used ad sequencing and subtitles, and followed up with an interactive Canvas experience. The campaign reached 12 million people with 97% on‑target accuracy, delivered up to an 82% lift in ad recall and up to a 30% lift in brand favourability, added incremental reach beyond TV, and drove 56% of incremental site traffic from Facebook.

Opel

Tina Müller

Chief Marketing Officer, Member of the Management Board Opel Group GmbH,