We firstly took the time to complete a thorough assessment of the IVECO landscape from an outsider’s perspective which gave us a real understanding of how potential content would be received.
We reviewed pain points, strengths and misconceptions of Iveco, so that we could develop content that would address misconceptions and grow on the positives, create engaging content and help build positive brand awareness.
We developed a content plan in line with the company’s broader business development and brand positionings, keeping what we’d uncovered in our initial assessments in mind.
We leveraged commercial partnerships, brand advocates and other broader marketing activities. Some examples of this, was creating content around the client’s sponsorship of Supercar championship team, Triple Eight Race Engineering and 4wd TV personality, Simon Christie.
Brands which helped build a positive and trusted resonance with their chosen audience and provided access to some great content creation opportunities. These pieces of content were then also assessed for prime posting based on audience analytics and timing relevance.
Within the first month of the new strategy, we saw organic impressions improve by over 400%. What we observed over time, through constant monitoring and adapting, these organic results continued to grow over time. We not only met, but exceeded our yearly KPI targets for Iveco, some reaching over 230%.
Being agile and analytical, we were able to keep up with the ever-shifting ways in which audience receive and react to content. By keeping a close eye on Iveco’s specific industry, forums and events – we’re able to easily identify areas of opportunity to drive a positive message that renders tangible, meaningful engagement with their audience.
As platforms change, so too do goals – and subsequent approaches to ‘how we do it’. With all of this is mind, we are set to continue on the upward trajectory for this client.