Case Study: Opel Nederland achieves an insights-driven contact strategy and 17k+ new subscribers with Selligent Marketing Cloud

One of Europe’s leading automakers, Opel Nederland, uses Selligent to create an insights-driven marketing plan

Opel Nederland, the Dutch arm of one of Europe’s largest automakers, needed deeper insight into how customers research, buy and use cars so it could build a targeted, personalized cross‑channel contact strategy. Lacking the data mining and analytics to profile customer preferences across the sales lifecycle, Opel partnered with agency Ematters and Selligent to run an insights-driven campaign.

They launched the “Opel Bicycle Survey,” a biking‑themed contest tied to the Flex Fix bike carrier, promoted via display, email and social and hosted on Opel.nl and Facebook. The multi‑step Selligent survey authenticated emails, created single customer view profiles and delivered personalized follow‑ups—surpassing all KPIs with 20k+ participants, 17k+ new email subscribers, 7k new Facebook fans, ~500k Twitter impressions, an 8% conversion and a 6% click rate; the data continues to optimize Opel’s communications.

Opel