Flexible Motor Contracts - Case Study
Project information
- Category: Social Media Campaign
- Client: Flexible Motor Contracts(FMC) - Car Rental Company
- Date: July, 2022
- Timeline: 2 - 3 Weeks
- Role: Social Media Manager
Summary
The primary goal of this campaign was to enhance Flexible Motor Contracts' presence on Instagram, increase brand awareness, and engage the target audience within the car community. The campaign aimed to build a reliable brand image and attract a larger following on the platform.
Background
During a collaborative ideation session with the client, I identified an emerging influencer, "Ollie the car kid," who was gaining notable traction within the automotive scene and building a strong community. I recommended pursuing a partnership with Ollie as not only did he align with the client’s brand, but his audience were also aligned with the business.
Strategy
The strategy I advised involved coordinating with Ollie's team to unveil a Lamborghini Urus, a new addition to the car fleet at FMC. We went ahead with strategy as it was the perfect way to seamlessly integrate with Ollie’s content reviewing cars. This approach ensured that the content produced for the project would be authentic, leading to a strong connection with Ollie’s audience, which then in turn would attract his audience’s attention to the FMC brand.
Implementation
To implement this idea, we connected with Ollie’s team, presented our collaboration proposal and outlined the concept. Ollie’s team loved the concept, in particular the idea of keeping content natural and on-brand for his audience. There were a number of challenges we faced prior to the shoot taking place, including scheduling the shoot around Ollie’s school time, Ollie’s team’s request for an additional shoot featuring an Audi R8, and the client’s need to shoot content for the car as soon as possible. We arranged a shoot time after school, when both the collaboration content and the additional video Ollie’s team requested could be shot, and the collaboration was a success.
Results
The final result was that we were able to create two cool pieces of content: the
primary content for the collaboration of Ollie reviewing our new Lamborghini Urus,
and a montage-style behind-the-scenes reel featuring Ollie and the Audi R8.
These reels performed extremely well, accumulating over 77 thousand views, which was
over 9 times the size of the client’s current following. The increase in visibility
led to a spike in overall sales of the client’s cars.
Following on from this Central Cee reached out after seeing the campaign to rent the
same Lamborghini Urus that Ollie unveiled in his video. Central Cee’s music video
accumulated 145 million views on YouTube, and his Instagram coverage of the car
accumulated over a million interactions. The car became something special to
viewers, and the demand for the Lamborghini Urus increased significantly.
Reflecting on the collaboration, its performance was better than I expected, and the brief’s objectives of increasing brand exposure and sales revenue were successfully achieved. However, next time I would have created an additional Q+A video with Ollie, asking him his favourite questions about cars. This additional video would have been a better way to connect with Ollie and engage his community, which could have potentially driven increased traffic to FMC’s page, increasing the impact of the collaboration.
We've worked with Hassan for a long time, where he has led a number of campaigns. It has always been a pleasure! He has helped us create engaging and creative content that represents our business well and has helped us grow. Hassan works in a very timely manner and always ensures that you are fully satisfied with the results!
