Like many of us, Nissan was excited when plans for Star Wars Rogue One were unveiled last year. But unlike the legions of adolescents (and those overly nostalgic for adolescence), the Japanese car-maker already had a homonymous freedom fighter in its arsenal, the Nissan Rogue.
Nissan hitched its Rogue to the Rogue One with marketing campaigns, dealer engagement, and product development – all in the co-branded hopes of driving people to the Rogues, both the movie and the vehicle.
Once the force left, the challenge for Nissan was to find what portion of its vehicle sales were directly attributable to the partnership.
Any good attribution analysis begins with the brand’s target audience. Like most big brands, Nissan goes to great lengths to identify who buys their products and what that audience cares about. The Nissan Rogue target audience is made up of Adventure Seekers who are also multi-dimensional individualists. In this context multi-dimensional means young adults who may be starting families, are budget-conscious, confident, social, and of course, active.
After listening to Nissan describe these Adventure Seekers, we built an elasticity model accounting for the number of cars we would expect Nissan to sell in the absence of the Star Wars tie-in among this target audience.
In our product suite, the elasticity model takes the form of an Interest Group – in this case, customized to mirror the Nissan Rogue Adventure Seeker audience.
The results in SIGNUM Impact were extremely revealing. (And these findings were presented alongside Nissan at the ARF Automotive Forum on April 13th.)
The dotted line in the chart above represents forecasted sales had the partnership never occurred. Above it, the blue line shows that the partnership effectively powered sales of an additional 5,848 vehicles over the 10-week campaign period. At an average transaction price of $27,498 per vehicle – the Rogue partnership generated $161M in incremental revenue.
Most measurement tools were built a long time ago, in a galaxy far, far away. Today’s modern marketing challenges demand sophisticated research based on brand marketing techniques, machine learning, and artificial intelligence. SIGNUM provided this for Nissan, and can for your brand as well.