Challenge
Midas already had a great general marketing plan in place, but they were looking for a strong way to use specific social media channels to relay the emotional benefits of the brand, while also playing on more rational elements. Besides that, they asked us how we could reinforce the current CRM system by a full force data approach on socials.
Audience
Midas’ audience on social media could be split up into two categories: prospects (a demographically and behaviorally targeted audience with the exclusion of our database) and current clients (created by connecting the CRM to Facebook audiences used for retargeting, lookalikes and exclusion). However, both audiences exist of people who want to be helped quickly with their car, with or without an appointment, without having to pay more than necessary.
Approach
After an in-depth audit, we decided to split the content into B2C for Facebook and B2B for LinkedIn. The Facebook content consists of important information for the clients like promotions and tips and tricks about car maintenance, switched up with lighthearted content around top topicals and employees that deserve some time in the spotlight. To enlarge the brand’s online presence, we also decided to create a TikTok and Instagram profile. These two channels are perfect for more emotional and lighthearted content that brings the brand closer to their customers.
Result
In the first couple of weeks of the collaboration, the results skyrocketed! Thanks to fun content, perfectly targeted to the right audience, combined with a great advertising campaign, Midas’ existing socials got a second life. Newbies Instagram and TikTok got off with a bang as well, with the latter gaining over 10K organic followers and hundreds of thousands of combined video views.
meta
14,3mil impressions
16,4 clicks
TikTok
5.5k new followers
425.5k video views