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Genesis Social Media

The Brief

Following their formal entry into the Australian market, luxury automotive brand, Genesis Motors Australia, was looking to use their existing social media channels to increase awareness of the brand as well as the G70 and G80 vehicles in Australia.

FORWARD was briefed to develop a social media strategy that engaged both current owners and prospective Genesis buyers to engage and consider the brand when next purchasing a luxury vehicle.

The Challenge

The luxury car industry is a highly competitive space dominated by well-established brands with a loyal following. As a new luxury automotive brand in the Australian market, we needed to ensure that the social media content on Genesis’ social channels was of a high standard, targeted and spoke to Genesis’ unique points of difference to compete with existing brands.

Our Response

We developed a social strategy and monthly content plans for Facebook, Instagram and LinkedIn that brought to life the Genesis brand and vehicle offering through a combination of organic, dark and boosted posts. The strategy has four key roles

We developed a social strategy that brought to life the Genesis brand and vehicle offering by:

  • Driving awareness of Genesis in Australia through relevant content that targeted what automotive audiences were looking for
  • Influencing consideration of Genesis with content that spoke to the functionality, style and personalisation of the brand
  • Assisting in lead generation by driving users to the website to learn more about Genesis, book test drives and capture data
  • Generating and nurture post-purchase advocacy

Visual content consisted of imagery and video vision using existing assets (both global and local) as well as content captured at Genesis activity including The Presidents Cup in Melbourne and the consumer-facing Genesis Drive Day.

To develop a bank of fresh content for social use, we also coordinated a three-day shoot to capture imagery and video content showcasing the Genesis vehicles in three Australian landscapes – city, beach and winding mountain/country scenery. To date, over 1.5 hours of high-quality raw video footage (including drone vision) has been developed into five videos and an additional 21 images edited into pieces of 19 social content.

Results

Over a five-month period:

  • Reached more than 6.8M people across Facebook, Instagram and LinkedIn
  • Achieved more than 2M post engagements on Facebook and Instagram
  • Increased Facebook followers by 58% and Instagram by almost 74%
  • Developed a custom audience of users that had previously engaged with content to be retargeted, maximising the possibility of consideration and keeping the brand top-of-mind
  • Assisted sales team in generating leads for potential customers
  • Social media became the key channel generating traffic to the Genesis Motors Australia website
Client:

Genesis

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