Mazda & Mindshare

Biannual CONATIVE pre-launch campaign puts Mazda's first all-electric model on the road in a perfect way. 

Mission

In September 2020, Mazda launches its first all-electric model MX-30. The pre-launch phase is to be optimally supported in terms of communication. Sufficient space for educational work is particularly important. 

Solution

A content marketing campaign that accompanies all phases of the pre-launch over six months with exciting information. With its expanding native format, CONATIVE offers the optimal platform to inspire the automotive target group with the model highlights using AI-supported optimization and to provide them with all relevant information and specifications in advance. 

Result

  • Mazda achieved a very good opening rate of over 0.7% across the entire campaign.
  • On average, users spend 23 seconds on the information about the new Mazda MX-30, with more than one in seven additionally clicking through to the landing page for the new model.
Native advertising has long been an important part of a successful communications package for Mazda. Especially for a new model with a type of drive that is new to us, educational work is particularly important, which could be optimally implemented via the CONATIVE advertorial. We are very pleased with the high-performance distribution of our content and a successful pre-launch campaign.
Ioanna Vasilikos
Coordinator Media & Brand Entertainment Marketing
Mazda Motors (Deutschland) GmbH

Here you can download the Success Story. 

Success Brand Industry Agency
60,5% Leser mit 100% Ad-Scrolltiefe AIDA Tourismus Initiative Media
0,9% Teaser CTR Visit Brabant Tourismus Mediamixx
54 Sek. Aktive Verweildauer STIHL® Technologie SYZYGY
1,91 % Interaction Rate Mann & Schröder Healthcare
1,15 % Teaser Click Rate (CTR) Repha Healthcare
36 s. Ø Active Dwell Time AIDA Tourism Initiative Media
1.01 % Audio Start Rate Pharma Company Healthcare Hearts & Science
1.9 % Interaction Rate Techniker Krankenkasse Health Insurance pilot
2.9 % Interaction Rate dm-drogerie markt Commerce
4.7 % Interaction Rate Lansinoh Care
2.75 % Interaction Rate Innsbruck Tourismus Tourism
1.19 % Teaser CTR WITHINGS Health & Lifestyle / Fashion CROSSMEDIA
31 Million Qualified Contacts Qualcomm Technology Mindshare
53 Sec. Active Dwell Time Bauwerk Parkett Home & Living
14 % Second Click CTR BRUDER Spielwaren Toys
4 Successful Campaigns Kneipp® FMCG/Care Products Initiative Media
39 % Video Completion Rate Quiris Healthcare Beauty mediaplan
69 Sek. Active Dwell Time pronova BKK Health Insurance
+40 % Active Dwell Time Thule Family
42,7 % Second Click Rate Schiesser Fashion Resolution Media
43 Sec. Active Dwell Time Milka/Mondelez FMCG/Food Wavemaker
+133 % Active Dwell Time Insurance Finance & Insurances Resolution Media
90 Sek. active dwell time Miamor Pet Food
>460 k completed Video Views Tegernseer Tal Tourism Tourism
19 % Second Click Rate Syxyl Heathcare
29 Sek. aktive Verweildauer Deutsche Flugsicherung Recruiting Westpress
1 % Teaser CTR Lansinoh Familie