Seez
Love Beyond Reason: Creating An Impactful online Presence for a SaaS Car Platform
Project Type
Digital Marketing
Achievements
Gold Muse Creative Award for “Social Media: Instagram Page” Category
Challenge
Seez is an online marketplace for buying both new and used cars. The mobile application is disrupting the whole car-buying experience in the region with innovative features, such as shazam-like car detection and car-valuation, as well as the ability to purchase a car entirely online, from A-Z.
They approached Blue Hat to revamp their online presence on social media, as their technology alone is not enough for market leadership and differentiation, as it will give Seez only a temporary competitive advantage.
Also with major social media giants shifting their algorithms to favor brands that provide content that is relevant and of added value to their audience, creating social utility has become a must for brands looking to create loyalty.
Intervention
We have worked on a digital communication strategy that harnessed social media channels that follow the right tactics. Our starting point was a social media audit, where we performed an online scan on all their social platforms in terms of analytics and SWOT analysis.
We continued with analyzing the needs of their target audience in order to gain insights into their behavior and habits. That consisted of social listening where insights were taken from Instagram, Twitter, Reddit, geo-located tags, online reviews and articles.
Our team also conducted interviews with people of various demographic backgrounds in targeted countries to get a hold and understand their shopping behavior when it comes to cars.
We also carried out research that included deducing regional insights based on the targeted markets and qualitative research that included trends and case studies to harness lessons learned.
Finally, we mapped out the complete car buying journey from awareness to the post-purchase phase. Once we truly tapped into the needs and pain points of the customers, we devised our communication strategy so that content created and disseminated on different social channels is quite relevant to what the audience is looking for.
Results
In order to claim social utility, we had to humanize Seez. That’s why we positioned the brand on social media as an “approachable” car expert. In addition to this, we based our strategy around two equally important tactics. First, we created lead generation posts through dark targeted ads, that will only be shown to those who are actively looking to rent / buy cars. Second, a content strategy for the public focusing on high social utility, in order to provide value beyond sales to the online community.
By doing so, we were able to tap into the audience’s emotions and provide them with relevant and useful content that creates lasting impressions. In this case, we were able to break through the noise and be differentiated from other competitors.
As a result of this strategy we witnessed a 900% increase in saved posts and also a tremendous raise in shares which are the most important KPIs on Instagram at the moment.
Posts
Theme: Car Tips
Theme: What’s the Difference?
Theme: Car Comparison
Stories
Highlight Icons
Theme: Persona Series
Theme: Guess The Car
Theme: This or That?
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