1. Case-study: Kbb.com integrated guidebook

2. Case-Study: KBB.com Integrated Guidebook
Support new model launches with an immersive native experience designed to educate new car shoppers
CHALLENGE:
Advertiser wants to integrate the brand’s look & feel with 3rd party credibility to keep shoppers engaged within their shopping environment.
SOLUTION:
Provide shoppers the opportunity to interact with KBB and OEM branded content in a unique guidebook without having to leave KBB.com.
Integrated with KBB.com’s trusted content:
Consumer Reviews & Expert Reviews

3. Shoppers were highly engaged with the new model
ENGAGEMENT RATE
on KBB.com Expert Reviews Content
70%
OF VISITORS PROCEEDED TO THE NEXT STEP OF THE PURCHASE FUNNEL (find a dealer, build your own, view special offers, request a quote)
6.9%
KBB.com’s Expert Video Review of Sponsor’s Model
3:06
AVG VIDEO VIEW TIME
YOY INCREASE IN NEW CAR HUB ACTIVITIES
(+139% Consumer Reviews, +202% Model Compare, +83% Expert Reviews)
+134%
Source: KBB.com Market Intelligence DFP & Omniture Data: Jun – Sept 2013 Based on 2013 Integrated Guide Campaign – Flight Dates: 6/13/2013 – 9/30/2013
Icons from thenounproject.com

4. DOUBLE THE LEADS! Guidebook helped extend the new model launch momentum.
Pre-Campaign
Model Launch Campaign
Guidebook Launch
2x Lift
Source:

5. Engagement soared across content modules.
40%
TOTAL ENGAGEMENT
across all guidebook content modules
(photos, consumer reviews, expert reviews, & specs)
12.2%
CTR TO MEDIA GALLERY
Photo gallery was the most engaged content module
COMBINED CTR TO
17%
&
Source: KBB.com Market Intelligence DFP & Omniture Data: Jan – Sept 2014 Based on 2014 Integrated Guide Campaign – Flight Dates: 07/01/2014 – 9/30/2014
Icons from thenounproject.com

6. High-impact sponsorships and integrated content yields major wins.
New Mid-Size Sedan Launch Strategy: Branded Content + Sponsorships
Accelerator
Integrated Brand Channel
Integrated Guidebook
Integrated Brand Channel
Integrated Guidebook
Accelerator 4x
TRAFFIC SHARE IN SEDAN SEGMENT
against competitive set
Source: KBB.com Market Intelligence DFP & Omniture Data: Jan – Sept 2014 Based on 2014 Integrated Guidebook (07/01/2014 – 9/30/2014,, Integrated Brand Channel (04/01/2014 – 06/30/2014), Accelerator (07/01/2014 – 07/31/2014)