Case Study: Maserati achieves accelerated qualified leads with LinkedIn Marketing Solutions

Synchronised precision accelerates leads for Maserati

Maserati needed to raise visibility for its Levante SUV without diluting the brand’s exclusive image, so the luxury automaker avoided mass-reach tactics and focused on reaching a narrowly defined, high‑value audience. The challenge was to maximize awareness and social engagement among likely buyers while generating qualified test‑drive leads in a way that felt appropriate for the marque.

Maserati partnered with LinkedIn to synchronise Sponsored Content (rich imagery/videos in-feed) with personalised Sponsored InMail invitations. The campaign delivered results well above benchmarks — Sponsored InMail open and click‑through rates were over 60% higher than LinkedIn averages, and exposure to Sponsored Content boosted InMail open rates by 24% and click‑throughs by 53%. The effort produced more than two high‑value qualified leads per campaign day and extended reach via earned media by over 50%, all within a professional, brand‑safe environment.

Maserati

Guido Giovannelli

General Manager