Transforming Cooper Standard’s Digital Marketing

With a workforce of  more than 22,000 employees across 21 countries, Cooper Standard specializes in manufacturing sealing, fuel and brake delivery, and fluid transfer systems. Building on their rich history of over 60 years, Cooper Standard continues to be a global supplier of automotive systems and components, providing high-quality solutions to meet evolving industry needs.

Since 2012 Media Genesis has been working with Cooper Standard on website development projects, the build and maintenance of Catalog Parts, their foundation and ongoing support throughout the years. In 2019, Cooper Standard expanded the partnership to include digital marketing efforts.

Collaboration and Communication

Throughout the campaign, Media Genesis maintained regular communication with Cooper Standard through bi-weekly calls, discussing progress, challenges, and strategic adjustments. Monthly reports provided in-depth insights into the performance of the digital marketing campaigns.

Targeting Optimization

To optimize the targeting and reach of Cooper Standard’s digital efforts, Media Genesis made demographic and geographic adjustments, ensuring that the right audiences were reached. Audience build-up strategies were implemented to expand the customer base, while keyword shifts improved Cooper Standard’s visibility in relevant online searches.

Conversion Strategies and Keyword Refinement

Media Genesis leveraged initial benchmarks and results to make further improvements. They implemented conversion strategies to drive desired actions from users, such as form submissions or product inquiries. Refreshing the keyword strategy helped Cooper Standard maintain a competitive edge in search engine rankings.

Innovative Campaigns

Media Genesis implemented numerous campaigns, including beta tests and experimental initiatives, to further enhance brand awareness and acquisition efforts. Video ad groupings were introduced to leverage the power of visual storytelling. These initiatives improved the acquisition and re-marketing strategies through paid search and elevated Cooper Standard’s overall online presence.

Impressive Results

Recent campaign results for Cooper Standard ISG have exceeded industry benchmarks across every major metric:

• Cost per click was 65% lower than the industry average
• Conversion rate was nearly three times higher
• Cost per conversion was approximately one-third the industry norm

Year-over-year, Custom Extrusions campaigns saw a +298.72% increase in display conversion rates and a +277.60% increase in search ad clicks. Catalog Native campaigns also achieved a 118.29% lift in clickthrough rate (CTR), reflecting significant gains in engagement and targeting efficiency.

Expanding Coordination

Media Genesis extended their coordination efforts beyond Cooper Standard ISG, incorporating strategies from Seals, Trim, and Custom Extrusions. As Cooper Standard Automotive initiatives evolved, Media Genesis developed campaigns focused on Fluid Handling and Sealing Systems, adding a strong branding element. These campaigns were successfully launched in January 2024.

Conclusion

With Media Genesis as their trusted digital marketing partner, Cooper Standard has achieved remarkable success in enhancing their online presence and reaching their target audience effectively. Through a combination of strategic adjustments, audience targeting, keyword optimization, and collaboration, Cooper Standard has positioned itself as a leader in the industry.