Land Rover - Digital and CRM
Using social and crm to nudge people towards their next Land Rover.
We knew the relationship between downloading a brochure or booking a test drive and buying a Land Rover. So we developed an integrated social and crm programme to nudge people towards taking valuable actions online.
High quality editorial content to deliver proven long-term sales impact.
The more test drives people book, the more cars you sell
So we put all our effort into nurturing people from passive admirer to active enquirer
All digital activity worked towards this goal
At the heart of the ecosystem was an editorial platform that romanced the metal.
Facebook targeted people in market and drove them to the site to read more. All articles were written by motoring journalists.
Content was promoted on Twitter to drive people to find out more.
All journeys ended on the brochure website to convert people to a test drive.
All visits on site were tracked and the information used to retarget on social when visits didn’t convert to action.
Credits.
Social media team - James Lachno, Olaolu Olorunnimbe
Account team - Mollie Bowness