Vanity-free Upper Funnel Growth

To scale beyond high-competition search channels, Select Car Leasing launched a six-week video campaign to capture new, high-intent audiences. Seeking to prove a direct impact on revenue, the strategy bypassed traditional digital attribution in favour of a regional incrementality test. By isolating a single test region and comparing CRM data against a synthetic control group, the campaign successfully filtered out natural, non-paid conversions.

This methodology clearly proved the commercial value of top-of-funnel brand advertising. Select Car Leasing achieved a 12% incremental uplift in leads against a 10% target, generating an exceptional return on investment. By demonstrating a direct causal link between video media and bottom-line growth, the campaign overcame stakeholder scepticism, securing a permanent, nationwide, always-on budget.