Fleet Network approached Bonfire after the Electric Car Discount Bill was passed in 2022. We developed a multi-channel marketing strategy that targeted audiences across Facebook, Instagram, LinkedIn, and YouTube to produce impressive results.
Results from December 2022 to February 2023
In 2022, the Treasury Laws Amendment (Electric Car Discount) Bill was passed in Australia, which exempted electric vehicles from fringe benefits tax. Fleet Network, Australia’s leading novated leasing specialist, anticipated a surge in demand for novated leases as a result of this legislation. However, they faced the challenge of effectively reaching and engaging with their target audience.
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.
The results of the campaign were impressive, with Fleet Network seeing a significant increase in website traffic, leads generated, and conversions. The company saw an increase in enquiries of 1,793% and a 1,567% increase in sales from December 2022 to February 2023.
Fleet Network’s visibility on Google improved significantly, with 8 keywords pushed on page 1. Resulting in Fleet Network becoming a market leader in EV novated leasing.
Through Bonfire’s expert market analysis and targeted approach, Fleet Network was able to effectively capitalise on the legislative changes and drive significant business growth in the Electric Vehicle novated lease market.
