Jobs

1. Business Goals

• Primary Objectives: Our key objectives are to increase brand awareness for Tesla's new electric vehicles, drive pre-orders for the upcoming Tesla Cybertruck, and educate the audience on the benefits of sustainable transportation.
• KPIs or Metrics: We will track ROAS (Return on Ad Spend), lead generation metrics like CPA (Cost Per Acquisition), and engagement metrics such as CTR (Click-Through Rate) and CPC (Cost Per Click).

2. Target Audience

• Ideal Customer: Our target audience includes environmentally conscious consumers, technology enthusiasts, and professionals aged 25–55 with a higher-than-average income level. Geographically, we focus on North America, Europe, and Asia-Pacific regions.
• Existing Insights: Yes, we have detailed customer personas segmented by EV adoption phases, such as "Early Adopters," "Tech Pioneers," and "Green Advocates."
• Segment Focus: Exclude audiences who are not interested in sustainability or EVs and focus on audiences showing interest in renewable energy, cutting-edge technology, and automotive innovation.

3. Products/Services

• Promoted Offerings: The campaign will primarily promote the Tesla Cybertruck, Model 3, and Tesla Energy products like Powerwall.
• Unique Selling Points (USPs): Highlight the Cybertruck’s durability, its record-breaking pre-order numbers, Tesla's Supercharging network, and zero emissions. For Tesla Energy, emphasize cost savings and energy independence.
• Special Promotions: The Cybertruck’s pre-order option will be a central feature, and we’ll spotlight limited-time incentives for early adopters, such as free Supercharging miles.

4. Budget and Timeline

• Total Budget: $10 million for this campaign globally.
• Spending Limits: Daily budget allocation will be determined by audience segmentation and platform performance metrics, but we aim for $500k/month minimum for Cybertruck promotions alone.
• Campaign Dates: Launch in Q1 2024, running for six months with phased rollouts for regional markets.

5. Platforms and Channels

• Platform Interest: We’ll focus on Google Ads, YouTube, Facebook, Instagram, LinkedIn, and TikTok for various audience segments. Additionally, we will explore programmatic ads to drive scale.
• Past Experience: YouTube and Instagram have worked well for product showcases and engagement. Facebook delivered strong ROI for lead generation campaigns. We’ll avoid ineffective strategies like static display banners without interactive elements.

6. Creative Assets

• Available Resources: We have high-quality visuals, 3D animations of the Cybertruck, testimonial videos, and Tesla’s branding assets (logos, font guidelines, etc.).
• Creation Needs: We’ll need new promotional videos tailored to TikTok and Instagram Reels formats and some dynamic, interactive content for display ads.
• Preferred Messaging: Focus on CTAs like "Reserve Yours Today" and "Join the Future of Sustainable Driving." Messaging should be aspirational and forward-thinking.

7. Website or Landing Pages

• Ad Destination: Ads will direct to product-specific landing pages on Tesla’s website, such as the Cybertruck reservation page and the Tesla Energy page.
• Optimization: Our pages are mobile-optimized and feature clear CTAs. We will A/B test landing page layouts and messaging to maximize conversion rates.
• Tracking Setup: Google Analytics, Facebook Pixel, and Tesla’s in-house CRM tracking are already implemented.

8. Competition

• Competitor Identification: Primary competitors include Rivian, Ford’s electric vehicles (F-150 Lightning), and Lucid Motors.
• Strategy Insights: We admire Rivian’s community-building efforts but aim to outperform in innovation-focused messaging. We avoid generic EV ads and focus on Tesla’s status as a trailblazer.
• Competitive Advantage: Tesla’s comprehensive ecosystem (vehicles, energy solutions, and charging networks) and brand loyalty set us apart.

9. Previous Campaigns

• Campaign History: Our previous campaigns for the Model Y launch yielded excellent engagement rates and pre-orders. However, we faced challenges with ad fatigue on Facebook.
• Results: YouTube proved effective for building awareness, while Instagram Stories drove reservations.
• Challenges: Competitor ad saturation in the EV space requires us to continuously innovate our approach.
• Data: We have historical data from multiple campaigns, segmented by region and platform.

10. Compliance and Preferences

• Legal Considerations: Tesla operates globally, so we must ensure compliance with GDPR in Europe, CCPA in California, and other regional advertising laws.
• Creative Guidelines: Avoid misleading claims about battery life or performance that could lead to regulatory scrutiny.
• Tone and Style: Tesla’s tone is sleek, aspirational, and innovative. The ads should convey leadership and sustainability.

11. Reporting and Communication

• Update Frequency: Weekly campaign performance updates and monthly deep-dive analysis.
• Report Format: Dashboards for quick insights, and detailed PDF reports for internal strategy reviews.
• Main Contact: Tesla’s Digital Marketing Manager will coordinate approvals and communication.

12. Success Criteria

• Definition of Success: Success means exceeding pre-order targets for the Cybertruck, driving a 30% increase in Tesla Energy inquiries, and achieving at least 10x ROAS across platforms.
• Benchmarks: Benchmarks include a minimum CTR of 3%, CPA under $100 for lead generation, and maintaining Tesla’s position as the top EV brand in consumer sentiment tracking.