Case study

Emil Frey Geneva Acacias

FB Catalog ads

Emil Frey Geneva Acacias

Emil Frey Geneva Acacias is a car dealer, specialized in the sale of BMW and MINI cars on the Geneva market.​
With 90 years of experience in the automotive sector, it has remained faithful to its credo: quality vehicles at reasonable prices and professional work. The company has a fleet of more than 100 vehicles in Geneva Acacias.


The objective was threefold:


To drive quality traffic to Emil Frey's website and encourage people to make an online enquiry or call the company to discuss their next car purchase


To attract new consumers​


To retarget audiences


Emil Frey Genève Acacias offers two main brands: BMW and MINI Cooper. They are very different brands, with their own subdivisions and styles. This is the reason why Emil Frey asked Eminence to help them find a way to optimize Facebook ads and increase their website traffic and conversions. These ads had to be appealing to each individual, presenting them with the most tailored offers according to their interests. The ads also had to appear to consumers on the right channel at the right time, in order to correspond to the right sales journey of each targeted audience.

With the help of Eminence, Emil Frey connected with prospective car buyers and won quality leads by showcasing suitable vehicles to different customer profiles using highly relevant Facebook Dynamic Ads. ​

Eminence set up the following key elements: ​

  • Configured The Facebook Pixel​
  • Set Up Pixel Events​
  • Set up The Facebook Catalog ​
  • Launched Facebook Prospective Dynamic Ads ​
  • Ran Dynamic Retargeting Ads​

The first step was to reach people who had already contacted or shown interest in Emil Frey and encourage them to make an enquiry. For this, Eminence ensured that the set-up of the Facebook Pixel and the Pixel Events were correctly installed on the Emil Frey Genève Acacias website. This allowed us to create targeted ads based on data. These ads targeted website visitors who had viewed specific pages and allowed us to create Lookalike audiences with similar character traits to previous website visitors. This way, the ads were seen by an even wider, yet highly relevant audience of people who were likely to take action. With the Pixel in place, we then created the Facebook Catalog which displayed all the different BMW and MINI Cooper models available at Emil Frey Genève Acacias. ​

Once the Pixel and Product Catalog were set up, we launched Prospective Dynamic Ads to a broader audience based on data gathered from the Pixel. This allowed us to reach new customers more efficiently by showing them relevant products. This increased our return on ad spend. The Dynamic Ads were shown to specific Custom and Lookalike audiences, using the format of slideshow ads.​

Dynamic Ads with the Product Catalog ensured a fully personalized ad experience for prospective customers. These ads automatically showed relevant content and creatives to consumers based on their behaviors and interests. They enabled Emil Frey to successfully engage with car buyers at the start of their purchase journey, by showing the right vehicles to the right people.​

In parallel, Eminence also launched Emil Frey’s Dynamic Retargeting Ads. We created remarketing ads using the Facebook Catalog. This helped establish a repeated contact with the users who had previously interacted with Emil Frey. By using ad creatives that featured vehicles in a carousel slideshow format, the retargeted audiences were shown ads featuring vehicles they had previously viewed, as well as similar products. This led to increased ad performance and conversions.​

This strategy helped Emil Frey to achieve the following objectives:​

  1. Engaging with potential car buyers via Facebook Dynamic Ads ​
  2. Automatically delivering relevant content and creatives to consumers based on their behaviors and interests​
  3. Reaching new people who had expressed an interest in Emil Frey, MINI Cooper and BMW products​
  4. Facebook’s Dynamic Retargeting Ads helped to remind targeted audiences of products they had viewed but had not purchased