Increasing brand awareness of BMW Invelt
BMW
We prepared a strategy for BMW Invelt and ensured the execution of long-term brand building on social networks
reach on Instagram and Facebook
overall engagement
Challenge
Stir up the overlooked social
A company with a 25-year history and at the same time one of the oldest BMW partners in the Czech Republic. With a huge selection of cars, the largest showrooms, service and a lifestyle e-shop, it looked like quite the challenge.
Invelt wanted two things from us. Increase the number of leads and direct sales, but also really boosted the brand on social networks. How did we deal with that? There was a solid digital campaigns foundation, but the social media presence had to be built from scratch.
How to
How to build a solid social media presence
From the very beginning, the strategy was to build greater brand awareness with higher reach of the automotive target group. We already had experience in this field and knew that we wanted to reach users on as many platforms as possible. That's why we chose both Facebook and Instagram.
We realized that if we timed it right and chose the right formats, the campaigns will complement each other beautifully across platforms. To do this, we used a combination of brand awareness, reach and traffic optimization with a higher frequency of display.
Thanks to the in-house approach, we have harmonized the topics and timing of social media communication with digital campaigns. Thanks to that, we increased the frequency of advertising, got more responses from the target group and in the end boosted sales. Sharing know-how across different types of campaigns is one of the biggest benefits we have.
Invelt's Facebook has been functional for some time. However, there was no Instagram profile prior to us. How to capture the communication of so many types of cars, including motorcycles and the specific, legendary MINI sub-brand? The idea was clear. Every line will get its own color and every column will be dedicated to one type of BMW product (MINI, moto, car).
This way we have transformed a mere Instagram grid into an elegant catalog of the BMW portfolio.
And how about using Invelt ambassadors? Of course! That is why Czech (and international) stars like Jaromír Jágr, Radek Štěpánek or Aňa Geislerová appeared on the profile.
We then divided the communication of a wide range of topics into the categories of car service, showrooms, news, offers, discounts or lifestyle.
Impact
How to measure brand awareness?
In a year and a half of mutual cooperation, we have reached almost 3 million 800 thousand users on Facebook. According to the results of paid ads, we reached each unique user a total of 7.7 times. And that is already a decent result in terms of building awareness.
For both networks, this makes a total of 4 million 300,000 users for branded social media campaigns alone. As part of this communication, we also received over 440,400 direct engagement actions from users, in the form of commenting, sharing, liking, or viewing photos of car models.
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