Fleet Network turned to Bonfire to help capitalise on the market demand for novated leases. Bonfire conducted a thorough market analysis and examined search trends and website data to better understand consumer behaviour.
Based on this analysis, Bonfire developed a multi-channel marketing strategy that targeted audiences across Facebook, Instagram, LinkedIn, and YouTube. The strategy consisted of three distinct stages that corresponded to the consumer’s buying journey: top, middle, and bottom of the funnel.
In the top-of-funnel stage, Bonfire targeted environmental enthusiasts who care about sustainability. In the middle-of-funnel stage, Bonfire targeted a separate audience to educate them on the benefits of novated leases. In the bottom-of-funnel stage, Bonfire targeted individuals who were ready to make a purchase and implemented retargeting across LinkedIn, Instagram, Facebook, and YouTube.