LUX roof racks
CLIENT
GOAL
LUX roff racks company is the largest Russian manufacturer of roof rack systems for passenger cars of domestic and foreign production.
Conduct market research and develop a brand communication strategy to increase the number of potential customers.
WORK DONE
- Audit of all traffic channels: website, social networks;
- Competitor analysis;
- Brand communication strategy;
- Content strategy;
- Photo and video production;
- New performance marketing strategy: contextual advertising, targeted advertising, native advertising, remarketing, affiliate programs;
- Influence marketing.
- Competitor analysis;
- Brand communication strategy;
- Content strategy;
- Photo and video production;
- New performance marketing strategy: contextual advertising, targeted advertising, native advertising, remarketing, affiliate programs;
- Influence marketing.
INFLUENCE-MARKETING
STRATEGY
After collecting all the necessary data, we began to develop a brand communication strategy. Together with the client, we identified strengths and formulated a positioning that would lead to the desired goal.
We segmented the audience, and adjusted communication for each group. At the same time, we developed a single Tone of Voice.
We offered the brand three platforms: Instagram, VK and Youtube.
We segmented the audience, and adjusted communication for each group. At the same time, we developed a single Tone of Voice.
We offered the brand three platforms: Instagram, VK and Youtube.
In Instagram, we focused on visual content and building communication with the target audience. We helped customers with the selection of products, using different tools we find out which products people like more, which colors are more preferable, and organized various contests in which we received new content (user-generated content), gave the name of new products and increased brand awareness.
We used all the tools presented on this platform.
We used all the tools presented on this platform.
We developed an Instagram mask that performs several tasks at once:
- shows how different boxes look on the customer's car;
- we receive additional free advertising from subscribers who have published photos in their profiles in social networks;
- we get additional competitive mechanics.
- shows how different boxes look on the customer's car;
- we receive additional free advertising from subscribers who have published photos in their profiles in social networks;
- we get additional competitive mechanics.
To attract a new audience and form a positive perception of the brand, we began to work with influencers on an ongoing basis.
They were divided into two groups:
- sports team of the brand: snowboarders, skiers, wakeboarders, surfers, cyclists;
- auto-bloggers.
For each group, we developed different communication messages, which gave the maximum result in terms of engagement.
For additional motivation of influencers, we offered the client to create a referral program, thanks to which bloggers receive a percentage of each sale using their individual promotional code.
They were divided into two groups:
- sports team of the brand: snowboarders, skiers, wakeboarders, surfers, cyclists;
- auto-bloggers.
For each group, we developed different communication messages, which gave the maximum result in terms of engagement.
For additional motivation of influencers, we offered the client to create a referral program, thanks to which bloggers receive a percentage of each sale using their individual promotional code.
SOCIAL MEDIA
As a result of the work done, we managed to build brand communication strategy and got a large amount of new content, updated the visuals of the brand, answered many questions from customers and, of course, increase revenue and brand awareness.
RESULTS
Since the client had almost no quality content before working with us, based on the communication strategy, we developed a content production plan for each site.
Content creation has been divided into several key aspects:
Photo content
- product photography for the site, catalogs, marketplaces, etc.;
- photos of LUX products on cars.
Content creation has been divided into several key aspects:
Photo content
- product photography for the site, catalogs, marketplaces, etc.;
- photos of LUX products on cars.
PRODUCTION
