Changan Motors Company is a leader in the automotive industry, specializing in the design, manufacturing, and marketing of passenger cars, SUVs, and other vehicles. Known for its commitment to quality and innovation, Changan Motors caters to a variety of consumer preferences and needs. The launch of the Oshan X7 was a pivotal moment for the brand, aiming to introduce a new, competitive model into an already saturated market.

The Oshan X7 launch came with significant challenges:

• Lack of Initial Online Presence: The vehicle was introduced without prior online awareness, which led to a weak digital footprint.
• Competitive Market Saturation: The market was flooded with digital noise from established competitors, making it difficult for new products to stand out.
• Consumer Engagement: Capturing and retaining consumer attention required a strategic approach to break through the clutter and position the Oshan X7 as an appealing option.

To address these challenges, a full-funnel, creative digital marketing strategy was employed:

The strategic execution of the Oshan X7 digital campaign achieved remarkable outcomes:

• Expanded Reach: Engaged 23.9 million people, achieving a 78.77% reach rate.
• High Visibility: Generated over 126 million impressions and accumulated 12 million video views, significantly boosting awareness.
• Direct Consumer Engagement: Connected with more than 1,500 potential customers, enhancing interest and brand interaction.
• Market Positioning: Successfully positioned the Oshan X7 as a sought-after model that seamlessly blends luxury with affordability.

• Creative Storytelling Maintains Interest: Sequential advertising was vital in holding audience attention and guiding them through the buyer’s journey.
• Diverse Ad Formats Increase Engagement: Utilizing a variety of ad formats ensured comprehensive coverage and appealed to different audience preferences.
• Authenticity Builds Trust: Incorporating real customer testimonials helped solidify the Oshan X7’s reputation and credibility.

The digital launch campaign for the Oshan X7 underscored the effectiveness of a creative, full-funnel marketing strategy. By combining teaser ads, sequential storytelling, and diverse ad formats, Changan Motors successfully generated significant buzz and positioned the Oshan X7 as a competitive, luxury-affordable option in a crowded market. This campaign exemplifies how strategic, targeted advertising can amplify brand visibility and foster consumer engagement.