Case Study: Fiat achieves #1 paid traffic source and 50% lower CPC with Outbrain Discovery

Reproducing the showroom experience through a content strategy

Fiat used content to recreate the showroom experience for the launch of the Fiat 500X, aiming to drive traffic to product pages and move potential buyers down the sales funnel (configurator use, test-drive bookings, brochure downloads). The challenge was to engage customers early in their research phase with informative, interactive content that would identify and qualify prospects without being intrusive.

Working with Outbrain, Fiat amplified content across a premium publisher network, used targeted delivery and creative A/B testing of images and headlines, and optimised toward conversion KPIs. The campaign outperformed social and display, making Outbrain the top paid source of traffic, cutting CPC/CPE by about 50%, and generating roughly 80% of configurator interactions while using approximately half of the campaign media budget.

Fiat

Jeremie Ballouard

Responsable Digital & CRM