AEC Europe is the biggest importer of the carcompany Dodge and RAM in europe. This project – with its goal setting being the building of the community and the later conversion – was implemented together with the munich international motor show GmbH; short MYLE. In cooperation the strategy for each single platform was progessivly adjusted. We from yumeda were responsible for parts of content-creation, social media/community management and weekly reportings as well as analysis.
yumeda x MYLE
This Project was made on behalf of our partner. The cooperation with MYLE enables us to use highquality and modern visual content. Together with them we discuss the social media strategy as well as all associated subtopics. As a valuable partner MYLE is our first contact point regarding photo- and videoproduction.
The Challenge
In germany american musclecars and pick-up trucks are a small subculture of the big automobil cult. Though the musclecar community is a very commited group and therefore it is essential regarding content creation to understand this target group in order to produce the perfect adressation. Since the user activity was very high, community management was a strong lever to accelerate the growth of the channles through new content formats.
AEC Europe’s Facebook channel had already become very large with over 10,000 followers before the project began. However, this channel was no longer actively used in the last few months before the start – which was not acceptable to us. Through internal data and evaluation of Google Analytics, it quickly became apparent that the car buyer group is definitely older and can therefore be ideally reached via Facebook. Thanks to our actions with unique content, it is possible to direct potential buyers to the website with the hyperlinks in the texts of the posts, so that conversions can arise again.
AEC Europe’s second goal was defined as building an active community. Since younger and more active people on online platforms move to Instagram, this platform was defined as the second major online channel. Through very active community management, many call-to-actions in the texts, new content formats and performance marketing, we quickly succeeded in building up many active followers.
FEED
POSTS
STORIES
Stories on Instagram took a central role in this project for community engagement and connection to followers. Surveys and polls were used not only to increase engagement, but also to collect important data points for constant content repurposing.
This allowed us to achieve insights about followers that would have otherwise remained hidden. Story highlights and showcasing technical details of individual models allowed the text under the posts to remain more approachable and interactive, while still communicating enough technical details overall.
ANALYSIS
Through very active community management, 15 posts and over 90 stories per month, with influencer partnerships and the use of performance marketing measures, we have managed to massively increase the reach of the account, conversions to the website, and engagement rates.
In the same time, the profile has grown a lot, which will only push future KPIs even higher. Thanks to detailed hashtag analytics, clear CTAs in the texts and high-quality images, new people were reached with each new post and the brand awareness of AEC Europe was greatly increased.
Performance Marketing
With a three-digit monthly advertising budget, we had the opportunity to promote the Instagram account together with AEC. Since we are also innovative when it comes to advertising, we combined this measure with a competition. Driving one of the pickups for a weekend was the prize; this required tagging friends under the post and following the AEC channel. The use of the advertising budget massively increased the reach of the post and, in turn, the number of followers of the Instagram profile. With detailed targeting, the CPC was very low, while reach and engagement were very high.
AEC Europe is the biggest importer of the carcompany Dodge and RAM in europe. This project – with its goal setting being the building of the community and the later conversion – was implemented together with the munich international motor show GmbH; short MYLE. In cooperation the strategy for each single platform was progessivly adjusted. We from yumeda were responsible for parts of content-creation, social media/community management and weekly reportings as well as analysis.
yumeda x MYLE
This Project was made on behalf of our partner. The cooperation with MYLE enables us to use highquality and modern visual content. Together with them we discuss the social media strategy as well as all associated subtopics. As a valuable partner MYLE is our first contact point regarding photo- and videoproduction.
The Challenge
In germany american musclecars and pick-up trucks are a small subculture of the big automobil cult. Though the musclecar community is a very commited group and therefore it is essential regarding content creation to understand this target group in order to produce the perfect adressation. Since the user activity was very high, community management was a strong lever to accelerate the growth of the channles through new content formats.
AEC Europe’s Facebook channel had already become very large with over 10,000 followers before the project began. However, this channel was no longer actively used in the last few months before the start – which was not acceptable to us. Through internal data and evaluation of Google Analytics, it quickly became apparent that the car buyer group is definitely older and can therefore be ideally reached via Facebook. Thanks to our actions with unique content, it is possible to direct potential buyers to the website with the hyperlinks in the texts of the posts, so that conversions can arise again.
AEC Europe’s second goal was defined as building an active community. Since younger and more active people on online platforms move to Instagram, this platform was defined as the second major online channel. Through very active community management, many call-to-actions in the texts, new content formats and performance marketing, we quickly succeeded in building up many active followers.
FEED
POSTS
STORIES
Stories on Instagram took a central role in this project for community engagement and connection to followers. Surveys and polls were used not only to increase engagement, but also to collect important data points for constant content repurposing.This allowed us to achieve insights about followers that would have otherwise remained hidden. Story highlights and showcasing technical details of individual models allowed the text under the posts to remain more approachable and interactive, while still communicating enough technical details overall.
ANALYSIS
Through very active community management, 15 posts and over 90 stories per month, with influencer partnerships and the use of performance marketing measures, we have managed to massively increase the reach of the account, conversions to the website, and engagement rates.
In the same time, the profile has grown a lot, which will only push future KPIs even higher. Thanks to detailed hashtag analytics, clear CTAs in the texts and high-quality images, new people were reached with each new post and the brand awareness of AEC Europe was greatly increased.
Performance Marketing
With a three-digit monthly advertising budget, we had the opportunity to promote the Instagram account together with AEC. Since we are also innovative when it comes to advertising, we combined this measure with a competition. Driving one of the pickups for a weekend was the prize; this required tagging friends under the post and following the AEC channel. The use of the advertising budget massively increased the reach of the post and, in turn, the number of followers of the Instagram profile. With detailed targeting, the CPC was very low, while reach and engagement were very high.
SOCIAL MEDIA MARKETING