PAID MEDIA SYSTEM FOR CITROËN

Targeted Advertising for Citroën on Instagram and Facebook: A/B Testing, Stable Lead Flow, and Controlled Scaling

#design #moderation #paid media #social media #strategy

Citroën is an international automotive brand within the Stellantis Group. In Ukraine, the brand operates in the mass-market and technology-driven segments, focusing on design, comfort and accessible innovation.

Sasquatch Digital has been working with Citroën since 2023.

GOALS AND TASKS

online tasks
offline tasks

The primary goal was to restore stable advertising performance after Meta’s technical limitations and ensure scalable reach growth.

Additional Objectives

1. Identify relevant target audiences.
2. Increase brand reach.
3. Improve engagement with content.
4. Ensure a consistent flow of leads.
1. Support overall brand presence in the market.
2. Stimulate interest in test drives.
3. Increase the number of test drives.
4. Strengthen brand awareness.

TARGET AUDIENCE

1. Car owners aged 25–65: 70% men, 30% women.

2. Car enthusiasts without a vehicle: men and women aged 20–55.

3. Automotive professionals and car dealers: primarily men aged 30–60.

COMMUNICATION IDEA

Position Citroën as a brand that actively evolves, adapts to market conditions and remains relevant for diverse audience segments — from enthusiasts to practical drivers.

CONTENT

Paid campaigns with ongoing A/B testing of audiences. Each campaign ran 3–5 targeting variations simultaneously, based on different interests and demographics. Audiences were continuously restructured to align with new objectives and content formats.

FEEDBACK

The campaigns demonstrated steady growth in both engagement and reach. Active interaction with the content confirmed the effectiveness of the chosen strategy and targeting setup.

RESULTS

180

ROAS

2

average monthly reach, mio

8

total reach, mio

37

leads per month

0.025

conversion rate, %

0.23

cost per click, $

14

total impressions, mio

2

monthly impressions, mio

2.47

CTR, %

0.55

CPM, $

all cases
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