Maserati
360° communication that put the brand in pole position
To offer Maserati's customers a user experience worthy of the brand's reputation for excellence, we designed a 360° strategy based on firm user insights. The campaigns, tailor-made for every touchpoint and audience, revitalised the trident brand's communication, boosted its lead generation, and put Maserati back where it belongs: in pole position.
The challenge
When designated as lead BeNeLux agency in 2016, Emakina was determined to build a robust 360° strategy to give users a consistent experience of the luxury brand. To be effective and deliver swift results, it had to be based on the firm foundation of user insights.
The strategy involved campaigns adapted to different touchpoints and audiences, revitalising communications that had previously relied on mass media.
Our solution
To quickly understand the Maserati brand, Emakina carried out three specific analyses:
1) Social listening: audit of online activity on social media, blogs, wiki etc. to identify Maserati's current perception among users.
2) Insights studies: conducted with Maserati car owners and non-owners to better understand their needs, expectations, levers and barriers associated with the brand.
3) Interviews with dealers: to deepen understanding of the issues faced by the people in the closest contact with customers.
Maserati is one of the clients tapping into Emakina's full breadth and depth of skills. Almost all of the agency's teams have put their expertise at the service of this famous brand. From direct marketing to search engine optimisation, from social media to motion, print, media booking, lead management and data analysis, our teams are right behind the client.
The results
Thanks to creative campaigns made highly relevant to users, Emakina has put Maserati in pole position among trending brands. Through the optimisation of the Maserati search engine strategy, we significantly elevated lead generation, while lowering the cost per lead.
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1,000+registrations generated
by Motor Show campaign -
+16%followers on Facebook
with maintained engagement -
200%increase of paid-for leads
with CPC lowered by 300%
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Facebook16Mimpressions
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90Kwebsite visits
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3,7Kleads