Challenge
INEOS Automotive and SHARE partnered to build relevancy within the 4×4 community & launch the Grenadier on social. We had a particularly unique challenge with the development of the INEOS Grenadier community. The brand-new 4X4 vehicle, had no predecessors, was the first vehicle ever for INEOS off the production line and there was a 2-3 year period where the physical product wouldn’t be in the hands of the users (extended by global supply chain issues), from project inception to delivery. Our goal was to attract potential customers, convince them to reserve, and then eventually to order. Keeping those who had reserved, warm, throughout this purchase journey, was essential to a successful launch. A successful launch wasn’t just reliant upon attracting potential customers, convincing them to reserve, and then eventually to order. We had to keep those who’d reserved just as engaged throughout their own journey, because the business was still very much in its infancy and first impressions with the brand could make or break an eventual order completion. So to achieve this, we had to make sure that the promotional periods for the exterior, interior, reservation, and order launches, across Instagram, Facebook, LinkedIn, Twitter and YouTube, were as engaging as possible, for an audience that hadn’t yet touched the 4X4, so that they felt like they were fully immersed in the Grenadier journey.
Solution
Community-Powered Content: We didn’t have a community of people regularly sharing vehicle reviews, drives or testimonials. However, we did have people exploring the Grenadier at events or talking about how they were configuring their orders. So community management was an integral vehicle for developing brand authenticity, and we did this by putting people at the heart of our strategy, telling their stories and their plans for the vehicle, prospectively. We also had the chance to discover what the audience really wanted from this new vehicle, by giving them a chance to express themselves within our concepts eg. “pick your favourite colour” or “customise this vehicle” via Instagram Story Stickers. Now most brands just share User Generated Content (UGC), maybe with a little annotation, an Instagram Story with some copy, or even a #TBT image album, but we needed to be more pirate. So we decided to turn public conversations about the vehicle into content executions. For example, one follower was trying to decide which vehicle colour to select, so we turned his dilemma into a vote for our community to participate with via Instagram Stories. Or a Facebook Group vote we found and turned into an asset for our channel to honour the top three colour choices in the eventual poll results. We continued to put the user at the heart of the experience, beyond UGC, by giving them a chance to have a direct impact on the content we were sharing. We’re talking about community data driving our executions, not just content managers thinking of content ideas based on best performing content the previous month.
Results
This bespoke and added-value approach to community management, coupled with the deployment of our C.O.P.A strategy, helped us to smash our 2022 organic impressions KPI by 44% and 2022 organic clicks KPI by 12%. Now we’ve established a flourishing community we can’t wait to build on it with customers testimonials, reviews and experiences.
SHARE Creative
SHARE Creative is a data-led creative agency that provides best-in-class professional services to the world’s biggest brands, such as Diageo and Microsoft. We precision-engineer relevancy by mixing pioneering research and technology with creativity. SHARE uses social listening to inform all strategic and creative activations for clients. The teams of researchers, data...
Want fresh marketing stories in your inbox?
Get the weekly email that makes you a marketing genius.
Stay informed and inspired, for free.