Case
SUV launch Q2
A SEK 10 million media strategy and channel plan to drive consideration, test drives and digital leads for the launch of a new premium SUV in Sweden.
This case is based on a fictional client brief and shows how I work with strategy, channel selection and follow-up.
The challenge
- A Swedish premium car manufacturer is launching a new SUV in Sweden during Q2. A technically strong product aimed at both corporate and private buyers.
- The early adopters have already ordered. They are won. What remains are the hesitant 30+ buyers (roughly 50 % private, 50 % corporate) in a fiercely competitive market.
- Awareness is not enough: the audience knows the car exists but feels nothing for it yet. A premium SUV is not an impulse purchase. The buyer needs to meet the car physically.
- The campaign must build the brand without cannibalising other models in the portfolio, and the launch weekend in June is the concrete conversion event.
Funnel structure & budget split
SEK 10 million split across three levels, weighted towards consideration, where the deal is decided.
SEK 3M
Awareness — 30 %
Reach & cost per reach point
SEK 4M
Consideration — 40 %
Quality site visits & test drive bookings
SEK 3M
Conversion — 30 %
Digital leads & cost per lead
Strategy & approach
- Strategic direction: "From exposure to experience, build the bridge to the car". The test drive is the key that turns interest into intent.
- Upper funnel: SUV-specific communication that puts this particular car on the map (the car, not the brand in general) with a clear creative identity.
- Mid funnel: every activation points to a single goal: book time behind the wheel. Every click, ad and influencer post leads to a booking.
- Lower funnel: performance with minimal friction plus first-party data capture, so every lead becomes a future relationship and a business asset.
- Geo-DOOH and local activation are synced to each dealership location, so the campaign amplifies the dealers' own efforts instead of competing with them.
- Continuous measurement through brand tracking, GA4, CRM and platform data, with budget reallocation during the campaign.
Media activation framework
Swipe sideways to see the full table.
| Dimension | Upper funnel: Awareness | Mid funnel: Consideration | Lower funnel: Conversion |
|---|---|---|---|
| Audience | All buyers 30+, broad reach | In-market for an SUV, has not ordered, active decision maker | Ready to act |
| Purpose | Mental availability: put the car on the map | Drive test drive bookings and strengthen consideration | Maximise leads and collect first-party data |
| Role | Attention-grabbing reach, emotional and premium execution | Engage and inform, so that every unit leads to a booking | Convert with minimal friction, CPA in real time |
| Channels | OOH/DOOH, YouTube pre-roll, Meta awareness | Meta Lead Ads, LinkedIn (B2B), micro-influencers | Google Ads (Search + PMax), Meta geo-retargeting, CRM (email/SMS) |
| KPI | Reach, cost per reach point, consideration lift | Test drive bookings, quality site visits, CPV | Digital leads to the dealer, cost per lead |
| Measurement | Brand tracking, DV360, campaign measurement | GA4, CRM, platform data | CRM, Google Ads, Meta Ads Manager (attribution) |
Results & impact
+45 %
Consideration lift (OOH)
+41 %
Purchase intent lift (OOH)
+37 %
Sparked curiosity
87 %
Clear brand attribution
OOH measurement from the previous quarter's campaign: exposed versus non-exposed. The figures informed the channel mix in the launch plan.
Learnings
- Awareness is rarely the real problem. The step from knowing to wanting to experience decides the sale.
- When consideration is the bottleneck, the budget weight belongs there, not at the top of the funnel.
- Local anchoring with the dealerships makes national media measurably more effective.
- First-party data from the launch is as valuable as the leads themselves. It sharpens the next campaign.
Want to talk about this case?
Happy to walk you through the details.