Customer stories

How BMW Malaysia Drives Conversions Among High-Value Consumers on LinkedIn

Illustration oof man and woman chatting in front of a car. The woman is holding a clipboard.

In 2021, BMW Malaysia launched the BMW 330Li M Sport — the first model to combine the legendary sportiness of the BMW 3 Series with the generous space and luxurious comfort of a limousine. 

With the sleek new model targeted mainly at high-value professionals, BMW Malaysia naturally turned to LinkedIn as an advertising platform. This responsibility fell on the shoulders of Entropia, its appointed marketing agency. 

The Targeting Strategy on LinkedIn 

Armed with BMW Malaysia’s precise ideal customer profile (ICP), the Entropia team set out to translate this into an effective campaign audience on LinkedIn. Their objective? To drive quality conversions in the form of test drive bookings. 

As their first order of business, the team leveraged LinkedIn’s accurate, first-party data to test different targeting combinations. They used professional attributes such as job seniority, function, company size, interests and more to create a series of Custom Segments. 

To maximise reach, they used the Lookalike Audience feature to include professionals with similar profiles and activated the Audience Exclusion feature to remove any duplication. 

This detailed groundwork set the stage for Entropia to launch a highly effective lead generation campaign on LinkedIn. 

Using the Right Lead Generation Tools

The campaign saw Entropia deploying a smart mix of Sponsored Content, Lead Gen Forms and Sponsored InMail. 

Sponsored Content helped raise awareness in the feed, especially with the BMW 330Li M Sport’s sleek exterior drawing eyeballs. These ads were paired with Lead Gen Forms to make it seamless for audiences to sign up for a test drive. 

Screenshot of BMW Group Malaysia Post on LinkedIn

Entropia also used Sponsored InMail to retarget warm audiences with a personalised ad experience at scale. 

“Sponsored InMail offers a much more curated experience. Reach is comparatively limited but open rates were very high because it does get people’s attention. Putting both Sponsored Content and Sponsored InMail to work helped us achieve both reach and resonance,” said Qaid Johar, Entropia’s Performance Marketing Director. 

Leveraging Data-Driven Insights to Optimise Results

Throughout the campaign duration, the Entropia team drew performance and audience insights from LinkedIn Campaign Manager to guide their optimisation decisions. This included studying their best-performing audience segments and refining their targeting strategy along the way. 

This test-and-learn mindset contributed to the sterling campaign results that BMW Malaysia and Entropia achieved, including: 

  • Reached 160,000 high-value consumers matching its ideal customer profile 
  • Recorded 42% lower average cost per thousand impressions (CPM) vs its own performance benchmark 
  • Achieved 21% lower cost per lead (CPL) vs its own performance benchmark 

Read the full case study for more insights into how BMW Malaysia converted high-value consumers into high-quality leads on LinkedIn.