Superwinch social campaign
LIFTING SUPERWINCH SOCIAL MEDIA PRESENCE.
Superwinch entrusted Ekko Media with overhauling their social media presence to increase brand awareness and drive consumers to their site.
CLIENT
- Superwinch
SKILLS
- Social Media
- Photograpy
- Video Production
- Campaign Management
SOCIAL NETWORKS
DATE
- 2019.04
THE CHALLENGE
Superwinch is a Southern California company that has been a global market leader and manufacturer of electric and hydraulic winches and accessories for 45 years. Under the Westin Automotive umbrella, the Superwinch brand is synonymous with quality, durability and innovation and has a loyal following among off-road enthusiasts, agricultural, military and industrial users alike. Ekko Media was tasked with spear-heading their renewed effort to sell direct?, finding the perfect balance between investing ad spending in social capital and direct sales conversions, making the brand viable to new consumers, and targeting new consumers of all ages.
MISSION
Superwinch’s main goals:
- Emphasis on generating direct sales for the first time in the brand’s history, coordinating an effort between sales and marketing to increase brand awareness, and expand the North American market.
- Develop targeted boost campaigns which appeal to multigenerational users while staying on brand.
- A/B testingon engagement and performance trends with the intention of informing future markeitng campaigns.
INSIGHT
Based in San Dimas, California, Superwinch is unmatched in engineering, designing, building, and testing winches for recreation, recovery, industrial, utility and military pursuits.
Superwinch’s global manufacturing facilities have grown to manufacture a broad range of winches; from electric to hydraulic, worm gear to planetary gear, and leads the market in advanced winching control.
STRATEGY
Social media marketing is all about connecting with your audience or customers and helping them understand your brand better. And much like Westin Automotive’s plan of action, we needed to help foster this adventurous community based on the fundamental ideals of Superwinch. Superwinch is an active, aspirational brand centered around off-roading enthusiasts who were not afraid to take on unknown terrains.
As a starting point, we cross-targeted consumers with a proclivity for an adventurous and somewhat nomadic lifestyle who also demonstrated behaviors synonymous with off-roading, camping, surfing, and overlanding. To complement the aggressive effort with more casual consumers, we encouraged user engagement by providing real-time assistance, reposted and shared user generated content to the story, and fine-tuned product features.
PROGRESS
The work was cut out for us with no curated content calendar, un-optimized captioning, ineffectual hard sell imagery, and no history of Facebook or Instagram boost campaigns.
We concluded that a more dynamic and compelling campaign strategy was crucial to not only reach new like-minded consumers but retain and engage their already passionate followers.
USING SOCIAL MEDIA TO ADVANCE AN ESTABLISHED BRAND
With Superwinch’s active and adventurous lifestyle as the central brand message, we were able to position each piece of content as part of a larger aspirational aesthetic across all social platforms. Rather than using hard-sell corporate branding methods better suited for email marketing to our existing clientele, we invited new-targeted consumers to participate in the lifestyle we were illustrating. By using the power of suggestion to showcase Superwinch pieces in their best light, we were able to speak to our core audience of people who share the adventurous spirit while amplifying our reach across all platforms.
TARGETING OUR KEY DEMOGRAPHIC
We focused on long-term growth in terms of both sales and social capital. After compiling a list of the most active cities and zip codes on Earth, cross-referencing them with our client’s top locations, we deployed boost campaigns which included and excluded over 40 targets which our research determined to best encapsulate the demo.
With now strong visual content and new optimized captions paired with the brand’s aggressive and regular boosts, the page saw hundreds of thousands of impressions from new and past consumers.
BRINGING USERS INTO THE CONVERSATION
When it comes to creating buzz on social media: consistency, great content, and optimized captions are key. In less than a month, a brand with a humble online presence opened the door to hundreds of thousands of impressions, and in turn, new customers and fans. All it took was the right marketing material, the right team, and faith in the process.
PROJECT OUTCOME
Superwinch's overall engagement and reach increased exponentially. The campaign was a textbook example of delivering the right message to the right audience on the right platform. By leveraging the power of tailored content for each social media platform, we created a message that wasn’t overtly commercial but instead showcased the product in a lifestyle setting to inevitably drive engagement and promote Superwinch’s business. This type of message for this type of product is powerful, as brands are learning about the effectiveness of social media Influencers and social media.
Ready to work with us?
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