Optimal and Mazda have earned industry-wide recognition with the 2024 Global Automotive Marketing Award for Best Use of Data.
At Optimal, we pride ourselves on helping brands push boundaries, and our partnership with Mazda North American Operations is an example of what happens when innovation, data, and creativity intersect. Together, we not only delivered extraordinary business results but also earned industry-wide recognition with the 2024 Global Automotive Marketing Award for Best Use of Data.
Revolutionizing Automotive Marketing with Data and AI
Mazda faced a unique challenge: competing against larger automakers in the U.S. market while delivering measurable business impact. Together, we set out to transform Mazda’s marketing efforts by shifting the focus from traditional metrics like impressions and traffic to actionable insights to drive sales and dealer visits.
Our strategy emphasized:
- Data Integration: By incorporating Mazda’s actual attributed vehicle sales data, we created campaigns that linked directly to purchase events.
- AI Optimization: We leveraged advanced bidding algorithms from platforms like Google and Meta to optimize ad performance and focus on key moments in the customer journey.
- Outcome-Driven Campaigns: Every ad was designed to inspire meaningful actions, from website engagements to dealership visits.
This approach culminated in a marketing strategy that wasn’t just about visibility—it was about driving results that mattered.
The CX-50 Campaign: A Data-Powered Creative Success
One of the highlights of this collaboration was the campaign for Mazda’s CX-50, a model built for drivers seeking adventure and sophistication. The ad emphasized the CX-50’s “sharp cabin design” and connected with viewers emotionally by asking, “What we’d love to know is what you’ll say,” paired with the tagline, “Looking for outsiders.”
This creative direction, informed by data and supported by AI-driven optimizations, struck a chord with Mazda’s target audience, leading to:
- An 89% increase in click-through rate
- A 26% reduction in cost-per-click
Automotive Marketing Award-Winning Results
Our data-driven approach didn’t just deliver on Mazda’s marketing objectives—it set a new standard in the industry. The results speak for themselves:
- Mazda’s U.S. sales surged nearly 19% in 2024, reaching 351,759 vehicles by October.
- CX-50 deliveries skyrocketed by 90%, totaling 66,286 units.
- These achievements earned Mazda North America and Optimal the 2024 Global Automotive Marketing Award for Best Use of Data, recognizing the groundbreaking integration of analytics, AI, and creativity.
Partner with Optimal to Drive Your Success
At Optimal, we believe in turning challenges into opportunities through data-driven strategies that inspire and deliver. Our partnership with Mazda North America and the recognition of our efforts highlight what’s possible when you combine creativity with technological precision.
If you’re ready to set a new standard for your brand, we’d love to collaborate and help you win—not just in sales, but in shaping the future of marketing. Contact us to learn more.
