JD Kulej
JD Kulej sells new and used cars and provides professional service for vehicles of makes such as Peugeot, Citroen, Ford and Kia. For over 20 years, the company was active primarily on the automotive market in Tri-City. Recently, they decided to expand their business to Olsztyn.
Our job was to reinforce the perception of the dealer as a local automotive expert, using communications customised to the nature of each of the car makes they sell.
Problems
In the case of car dealers, the primary goal of marketing activities is to acquire high-quality leads. However, for JD Kulej, it was also important to reactivate communications after the lockdown period in a way that would help the company build an image of a trusted local dealer, improve their recognisability in comparison with their competitors and adapt their communications to the specific nature of each car make offered by the group.
We had to manage the Facebook profiles for each of the 5 dealerships of JD Kulej as well as a profile used to present their range of used cars. Our job was also to build an engaged community of the make on Instagram.
Approach
We started by carefully analysing each car make to understand its nature and competitive advantages. By analysing the websites, social media profiles, published content and opinions on automotive sites, we were able to identify the primary distinguishing features of each make, and we used this information to prepare materials for the dealerships.
The next step was to define the pillars of the JD Kulej brand that should be consistently highlighted across all communication channels. In particular, we wanted to bring the brand closer to the customer, give it a human face that, however, would still bring to mind associations with professionalism and loyalty.
It was a challenge to associate the nature of each car make with a consistent image of the JD Kulej group, not just in terms of content but also quantity. The number of posts published in various formats on 7 social media profiles oscillated around 80 per month. The key tool used for communication with the client and coordination of current posts was the publication schedule.
Effects
The project required close cooperation between the departments in charge of communications and graphics. We wanted to make sure that the message was presented in a consistent manner in every area. Consequently, we created tailor-made communications in social media for each of the stores of the JD Kulej group, and we built a consistent image of the brand on each of the profiles we managed.
However, the improved image is not all. We were able to produce tangible results by publishing engaging content, staying in touch with the latest developments on the market and consistently pursuing our strategy for online presence.
During the first 6 months of our cooperation, the number of posts published on the profiles increased by 259%, and the activity under the posts increased by 1000%. Our communications reached 189 thousand people, and the number of new likes on Facebook grew by more than half a thousand in total.
Beeffective has extensive experience with communication and advertising activities for the automotive industry. You can read our case study for Skoda Plichta, where we have described how we generate 500 leads each month. Our performance, social media and graphic design departments work together to offer mutually complementary qualifications of the best specialists in their area, which is why we are well-prepared to offer a whole range of various activities in the digital space for most industries, not just the automotive sector.