Case Study: Nissan achieves increased awareness, ad recall and purchase intent with Facebook

Reaching potential customers through precision targeting on Facebook

Nissan promoted the new Serena minivan—the company’s best-selling model updated in 2016 as the world’s first minivan with ProPILOT single‑lane self‑driving—to broaden appeal among people who hadn’t previously considered a Nissan. The challenge was to increase awareness, favourability and purchase intent for the Serena’s unique features among new potential buyers.

Nissan ran targeted Facebook video ads, segmenting audiences by interests (camping, surfing, sports, etc.) and testing more than 1,700 creative variations, using Torchlight’s Sherpa tool for bulk posting and faster delivery. The campaign delivered strong results: +25 points ad recall, +17 points awareness of USPs, +4 points purchase intent and +5 points brand favourability, while generating valuable audience insights.

Nissan

Hiromasa Yoshino

Brand & Media Strategy Group, Japan Marketing Department