ILTA: SMM promotion of the official dealer of Peugeot cars in Ukraine

Details

Project: http://ilta.ua

Topic: Car sales salon

Region: Kyiv and region

Platforms: Facebook, Instagram

Promotion period: July 2019 — May 2021

What the client asked: Increase brand loyalty and trust in social networks. Increase the awareness of potential customers in the offers of the company’s car dealerships with the help of Facebook and Instagram channels, and receive applications from potential customers for test drives and commercial offers.

Solution:

Monthly visits to the Customer’s salons were made to get acquainted with the main principles of the company’s activity and the features of the products.

To increase the page engagement rate, it was decided to present 80% live content (filmed in the customer’s salons) and 20% content provided by the manufacturer and importer of Peugeot in Ukraine (brand photos, special offers). Special attention was paid to shooting video reviews of car models, allowing the potential client to know the assortment more closely and dynamically.

 

Goals:
✅ Fill the page with informative and creative content presenting the product.
✅ Increase brand recognition and attract new target subscribers.
✅ Increase organic reach and engagement with publications in general.
✅ Increase the number of test drive applications.

Tasks:
✅ Develop an SMM strategy.
✅ Create visual and textual content that would reveal the essence of the project.
✅ Launch targeted advertising (advertising to increase page subscribers, engagement in publications, lead generation, traffic, and conversions on the site).
✅ Organize effective communication with users (work with a negative, prompt response to comments and direct messages).

Implementation:
✅ Developed and implemented an SMM strategy for Instagram and Facebook pages, taking into account the specifics of TA on all platforms.
✅ We developed a unique visual concept of maintaining pages, considering each page’s peculiarities.
✅ We wrote shooting scenarios and selected references.
✅ We took photos of content for publications on social networks every month.
✅ Worked out brand ToV for crises and general communication with subscribers.
✅ We worked out the concept of advertising creatives and undertook the implementation.
✅ Developed and implemented competitive publications.
✅ In stories, tests, surveys, and invitations to test drives were used to increase subscribers’ engagement.
✅ Developed and implemented such engagement mechanics as games, puzzles, and riddles on automobile themes. In this way, engagement on the pages was increased.
✅ Constantly updated the project strategy based on advertising results on Instagram and Facebook pages.
✅ Launched advertising campaigns with the Traffic and Conversion goals for the site.
✅ Launched advertising campaigns to increase inquiries in Direct and Messenger.
✅ Conducted regular promotion of posts to increase activity in profiles.

Більше

Results:

The project’s main feature was to find a paying audience that would interact with publications on social networks, leaving likes and comments under the publications and leaving an application on the site for a test drive or a commercial offer. For this, we emphasized live content and interesting facts about cars. It looked like the following:

For the DS premium brand, it was chosen to use only images provided by the manufacturer. Thus, we emphasized the status and exclusivity of cars of this line. Live content was used only for stories.

Developing the company page with trade-in services became an experimental direction for the brand. Our task was to show current models for sale, so photos and video car reviews made up all the content.

Among the main advertising goals, advertising to increase page subscribers, publication engagement, lead generation, traffic, and conversions on the site were the most effective.

Before the start of the advertising campaigns, tracking codes were installed on the website for the Get a Commercial Offer and Sign Up for a Test Drive forms. This made it possible to optimize the advertising campaign not only for traffic to the site but also for obtaining conversions. For more detailed targeting, audiences of users based on interests with restrictions on payment capacity were created. We also formed Look-a-like audiences based on site visitors, interactions with publications, and subscribers to the business page.

The following combinations were used as advertising creatives: banner + text, video + text with a button, and a call to take a targeted action.

As a result of the promotion, we increased brand loyalty on social networks and increased the engagement rate of posts and the number of contacts in Messenger and Direct Instagram. Many comments with questions about the brand appeared, and users began to communicate with each other under publications, share advice and experience, argue, register for test drives, and ask for commercial offers to buy cars.

We also managed to popularize the offline market, which is located on the territory of the salon. Subscribers were interested in products with the logos of their favorite car brands and left applications for purchasing goods through messengers.

Examples of successful publications in social networks

Designer banners with special offers were developed for advertising campaigns:

Conclusions:

We share the results we achieved for Peugeot brand pages during the period of work (22 months):
✅ Advertising coverage of publications — 5,353,735.
✅ 921 conversions received.
✅ Average conversion price is $8.95.
✅ The total number of interactions on the pages is 315,920.
✅ Increase in followers on pages — 4,856.
✅ The price per follower is $0.34.

For Citroen brand pages, for 8 months of cooperation, we showed the following results:
✅ Advertising coverage of publications –- 1,273,079.
✅ Received 91 leads.
✅ The average lead price is $11.27.
✅ The total number of interactions on the pages is 49,018.
✅ The average price per follower is $0.52.

For DS brand pages, for 6 months of cooperation, we showed the following results:
✅ Advertising coverage of publications — 795,397.
✅ The total number of interactions on the pages is 214,599.
✅ Increase of followers on pages — 792.
✅ Average price per follower — $0.41.

Promoting a car dealership on the Internet is a challenging task. High competition between car dealers and the need to convey information to the buyer prompts car dealerships to pay much attention to the Internet segment.

Well-constructed communication with the client is the main success factor. We conveyed information about discounts, opportunities, and salon offers, which made it possible to evaluate the service objectively, sign up for a test drive, or visit a store without any problems. It was easy and as accessible to the user as possible.

Do you want the same service or even better? Leave an application on our website and receive an individual commercial offer 🙂

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