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#gtsx

Overfinch

We created a social media campaign to engage consumers with the brand and build awareness of the new GTS-X model launch.

Our focus was to engage with a mixed audience without diluting brand equity: those able to purchase a vehicle and those who aspire to [brand cheerleaders].

We built momentum by using Facebook to chronicle the company’s rich 35-year history with the emphasis on image-based content which research shows people respond best to.

Bespoke apps were installed so consumers could interact with the brand’s other social media channels.

A teaser video was linked via the official website before the official launch to build intrigue, drive engagement and stimulate conversation.

We synchronised the release of the launch video across all online platforms to coincide with the motoring media breaking the story on their websites and in magazines.

We uploaded posts with great detail about the vehicle with supplementary video and photography insights keeping conversation levels high for a prolonged period.

RESULTS

The strategy resulted in 23,424 Likes, of which 82% were the target consumer demographic.  There was a 703% increase in engagement and 317% rise in reach.

Over 2,000 new Twitter followers were gained and we tracked 3,504 uses of the #GTSX hashtag.

There were over 24,000 views of the YouTube video.

The social media campaign complemented other work that saw over 100 pieces of targeted media coverage in Top Gear, Octane, Evo, Autocar, Land Rover Owner International and The Daily Telegraph.

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