LUX carrier systems

Full-service

Client

LUX roff racks company is the largest Russian manufacturer of roof rack systems for passenger cars of domestic and foreign production.

Goal

Conduct market research and develop a brand communication strategy to increase the number of potential customers.

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.

Work done

When the client contacted us, he did not have a communication strategy built, so at first we deeply immersed ourselves in the brand's ideology, understanding the desires of the client and his customers. The main task that was set before us was to change the perception from "car accessories" to "LUX is my assistant in any journey."

That is why we started with the analysis of existing traffic channels and competitive analysis of the client area.

Beginning

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.

Strategy

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.

SMM

In VK we focused on an older audience, but the task remained the same: online consultation of people on the selection of products, involvement in the development of the company through competitive mechanics, and identification of additional customer needs.

Youtube was originally used as a place where customers can find installation instructions for the purchased product. We added a description, made an individual link, added seo tags for better video indexing by search engines, and created several videos that answer the most important customers' questions about product quality, as well as made several tutorials.

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

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.

Influence-marketing

До начала работы с нами клиент активно использовал контекстную рекламу в Яндекс Директе. Мы провели аудит рекламных кампаний и нашли ряд недочётов, поправив которые нам удалось увеличить эффективность кампаний на 250%.
Помимо этого мы сделали большой упор на таргетированную рекламу в Instagram и во ВКонтакте.

Таким образом нам удалось увеличить посещаемость сайта на 500%.

Advertisment

Prior to working with us, the client actively used contextual advertising in Yandex Direct. We conducted an audit of advertising campaigns and found a number of shortcomings, correcting which we managed to increase the effectiveness of campaigns by 250%.

In addition, we have placed great emphasis on targeted advertising on Instagram and VK.

After all of these efforts we managed to increase site traffic by 500%.

Site update

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

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.

Video content
- promotional videos;
- video instructions for product installation;
- product reviews;
- educational content.

Since 2019

PE Beloglazov M.V.

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