Our approach was to target users who indicated a clear interest in either performance cars or enhancing engine performance. We identified that the key benefits of the K&N product would resonate best with these audiences. We segmented the online search market into different groups of users, depending on their specific interests. Next, we tailored the ad messaging for each group using relevant product benefits. These users were then directed to the K&N site, where they could browse the full product inventory.
Although K&N already have a huge connection with the motorsport world, they needed to increase their brand awareness in the consumer automotive and aftermarket parts market in the UK.
A key objective was to communicate the unique benefits of the high-flow air filter product to people with an interest in car performance. In particular, K&N wanted to promote their vast catalogue of air filters developed for almost every car brand, model and engine type.