Customer Story

Challenges

The EV manufacturer wanted to differentiate its test drive program in a crowded market whilst appealing to environmentally conscious buyers. Traditional test drive incentives felt transactional and failed to resonate with the brand's sustainability mission. The organization needed an emotionally engaging approach that aligned with customer values whilst driving measurable conversion improvements.

• Low emotional connection: Generic test drive incentives (discounts, vouchers) failed to create meaningful brand affinity amongst eco-conscious prospects

• Conversion drop-off: Only 11% of test drive participants converted to bookings, significantly below industry benchmarks of 18-22%

• Manual tracking complexity: Dealership staff manually recorded test drives, leading to data inconsistencies and delayed follow-ups

• Limited brand differentiation: Competing EV brands offered similar test drive experiences, making it difficult to stand out

• No sustainability storytelling: The brand's environmental commitment wasn't integrated into the customer acquisition journey

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Personas Involved

• Chief Marketing Officer: Oversees brand positioning, customer acquisition strategy, and sustainability messaging

• Regional Sales Directors: Manage dealership network performance and conversion metrics

• Sustainability Lead: Ensures brand initiatives align with environmental commitments

• CRM & Marketing Automation Teams: Handle Salesforce integration, trigger automation, and campaign analytics

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The Solution

The automaker transformed its test drive program by linking each drive to tangible environmental impact. Every test drive planted one tree, every confirmed booking planted ten trees, and the brand committed to building a forest annually. This purpose-driven approach created emotional resonance whilst maintaining rigorous compliance and automation standards.

• Salesforce-integrated automation: Xoxoday Loyalife integrated seamlessly with Salesforce CRM, automatically validating test drives and triggering tree-planting confirmations within 24 hours

• Real-time impact tracking: Customers received personalized certificates showing their tree planting contribution, GPS coordinates of planted trees, and forest growth updates via email and mobile app

• Multi-touchpoint engagement: WhatsApp notifications, SMS updates, and in-app messaging kept customers informed about their environmental impact throughout the buying journey

• Gamified milestones: Customers who referred friends for test drives earned "Forest Builder" badges and unlocked exclusive behind-the-scenes content about reforestation projects

• Transparent impact reporting: Monthly dashboard analytics showed dealership-level tree planting totals, creating healthy competition amongst sales teams

• Seamless redemption: Digital certificates were instantly redeemable, with no manual processing required from dealership staff

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Impact & ROI

• 9% increase in test-drive-to-booking conversion rate (from 11% to 20%)

• 27% higher test drive scheduling rate compared to previous campaigns

• 34,000 trees planted in the first three months across North America

• 156% growth in social media mentions and brand sentiment scores

• 82% of test drivers shared their tree planting certificate on social media

• 23% reduction in cost-per-acquisition through organic referrals

• 91% customer satisfaction rating for the test drive experience

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Conclusion

Through Xoxoday Loyalife's automation and Salesforce integration, the EV manufacturer transformed test drives from routine transactions into purpose-driven brand experiences. The program not only improved conversion rates by 9% but also strengthened the brand's sustainability credentials in a measurable, shareable way.

Within three months, the initiative became the company's most successful customer acquisition campaign, generating 34,000 trees planted whilst creating lasting emotional connections with environmentally conscious buyers—proving that purpose and performance can drive together.