A B2B success story delivered by Wise Digital & Adform for an international auto-parts supplier. Without disclosing lower funnel specifics, the client was very satisfied with the outcome.
The Challenge
Wise Digital, a B2B specialist marketing agency, aimed to strengthen the strategic positioning of their client, Unix Auto Kft, by helping them collect new B2B contacts within the automotive sector. As a leading parts supplier, Unix Auto Kft needed to connect directly with automotive-focused SMBs, such as auto repair shops and parts distributors. Expanding their B2B database would allow Unix Auto to build stronger relationships with key decision-makers, keeping them informed about product offerings, promotions, and industry updates.
In this case, the available targeting strategies were more tailored toward consumer-focused behaviors, making it difficult for Unix Auto Kft to access data specifically relevant to the B2B automotive market. This meant Wise Digital faced the challenge of distinguishing automotive professionals—the key B2B audience—from the broader consumer base that typically dominates online targeting. Additionally, it was crucial to drive engagement and conversions from a relatively niche segment of automotive specialists, who often overlap with B2C interests. The key challenge, then, was finding a creative and data-driven approach to break through the consumer-heavy targeting and effectively reach the right B2B audience.
“By combining Adform’s robust DSP capabilities with Digiseg’s unique targeting solutions, we were able to overcome the challenge of reaching a highly niche audience in the automotive sector. This collaboration was key to driving engagement and delivering results well above industry benchmarks.”
— Máté Balog, Account Manager, Wise Digital
The Solution
To address the challenge, Unix Auto Kft in collaboration with Wise Digital, designed and executed a campaign centered on a football-themed, point-based game tied to the European Championship. To execute the campaign effectively, Wise Digital partnered with Adform, a leading independent DSP. This interactive game was chosen based on research showing a significant overlap between football fans and the automotive audience in Romania. The game served as the mechanism for collecting B2B email addresses, with users registering to participate and providing their contact details for future B2B communications.
To drive potential customers to the game, the team implemented two complementary targeting strategies: a classic approach using contextual targeting based on football and automotive affinities, and an innovative strategy leveraging Digiseg’s needs-based demographic targeting. The latter used real-world household data to precisely target automotive professionals, ensuring higher relevance and engagement.
The Results
The campaign delivered exceptional results, surpassing several benchmarks in Romania:
CTR: 3.13%, far surpassing the target market benchmark of 1.28%.
eCPC: €0.05, compared to the market benchmark of €0.11.
Significantly, Digiseg’s interest-based automotive audience delivered a 300% higher CTR than contextual targeting. And the “close button” event did not trigger in 93% of total impressions, showing strong user engagement.
Holistic Campaign Outcome
After analyzing the overall results, including the total media cost relative to the number of registrations generated, the client was very satisfied with the outcome. The collaboration between Wise Digital and Adform, coupled with the strategic inclusion of Digiseg as a data partner, was crucial in delivering a campaign that exceeded expectations. This result highlighted the value of combining innovative data strategies with experienced media partners to achieve success in the competitive automotive B2B sector.