Background
Turners Group NZ Limited is the largest seller of cars, trucks and machinery in New Zealand with 22 branches nationwide. The business runs on volume. The media spend needed to track every dollar to revenue. Stitch has worked with Turners since 2019 as the foundational client of the practice.
The problem
Media and content investment decisions were being made on website interactions. Website interactions represented 14% of all inbound business enquiries. Test drive bookings made by phone, walk-ins to branches, emails sent directly to sales teams. None of it was visible to the people deciding where to put media spend.
Eighty-six per cent of business enquiries were invisible.
The solution
Stitch implemented offline attribution that captured every lead from every source. Phone and email test drive bookings, branch walk-ins, web enquiries, dealer hand-offs. We rebuilt the measurement layer on Segment, Snowflake and Customer.io and gave the team genuine insight into which channels, platforms and creative were driving cars sold, not just clicks.
The data infrastructure became the foundation for the "Tina from Turners" brand work. Stitch contributed the data and martech foundations that allowed the creative to be optimised against real commercial outcomes.
530%
Increase in lead volume
-68%
Reduction in cost per lead
+38%
Lift in post-lead interactions
Additional outcomes
- 14% increase in cars sold against a declining market
- 43% to 48% YoY profit growth
- 150% growth in the known customer universe
- 3 million user records, 500,000 PII records under management
Recognition
Stitch contributed the data and martech foundations on the Turners "Tina from Turners" campaign, recognised across the industry.
- 3x TVNZ-NZ Marketing Awards 2022, including the Supreme Award
- 2x Gold Effie Awards 2022
- Global Effie Awards Finalist 2023, one of only two NZ campaigns selected from 125 markets
- Excellence in Long-Term Marketing Strategy, NZ Marketing Awards 2024
- Gold Effie for Sustained Success 2024
Closing
The Turners engagement set the template for everything Stitch does. Do not optimise to the metric you can measure easily. Build the measurement that captures what actually matters, then optimise to that.