Case Study: MyWay achieves 2.5M reach and 25,000 student sign-ups with Selligent Marketing Cloud

MyWay - Customer Case Study

MyWay, Belgium’s largest used-car reseller and a major distributor of Volkswagen, Škoda, and Audi, needed to engage two linked audiences: students (the end users) and their parents (who control the purchase). With a limited budget, the marketing team devised the playful “Blackmail” prank to get students to submit humorous threats and parents’ contact details, but faced the challenge of persuading parents without alienating either group.

Using Selligent with Google DoubleClick, MyWay turned submissions into highly personalized emails and retargeted banner ads showing the parent’s and child’s names and the chosen “threat,” with a cookie-based retargeting flow from the landing page. The campaign generated massive reach and engagement—25,000 student sign-ups, 636 parents emailed, and 2.5 million people reached—while creating buzz, precise retargeting data, and a seamless omnichannel customer journey.

MyWay