Westin Automotive
Revitalizing Westin automotive social media presence.
Westin Automotive trusted Ekko Media to help revitalize their social media presence while targeting new and existing customers
Client
- Westin Automotive
Skills
- Social Media
- Photography
- Video Production
Social Networks
List Title
- 2019.06
The Challenge
Westin Automotive products are proudly designed, tested and engineered in San Dimas, California, USA. Westin has made a name for themselves designing and engineering durable and rugged equipment for jeeps, trucks, and other off-road vehicles. Their product line includes everything from grille guards and bumpers to robust cargo management systems. As an industry leading manufacturer for over 40 years, our largest challenges were spear-heading their new 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
Westin'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.
- AB testing on engagement and performance trends with the intention of informing future marketing campaigns.
Insight
Based in Southern California, Westin Automotive has been designing aggressive, durable, and functional off-road bumpers and accessories for the last 40 years. Since its humble beginnings, Westin Automotive has extended its product line by incorporating FEY bumpers, Brute toolboxes and storage systems, and the legendary winches from Superwinch into the Westin brand.
Due to the active nature of their customer base. Westin's product line is built to brave any punishing terrain. Tried and tested for daily use to bouldering, dunes, Overlanding, and even cliff scaling with the support of the Superwinch SX Line. Westin's innovation and passionate designs have laid the foundations for both an industry authority as well as a creative lifestyle brand.
Strategy
When we first developed a plan of action for Westin Automotive’s social media platforms, we understood that we would have to sell the idea of an active, aspirational brand centered around off-roading enthusiasts from ages 18 to 55. As a starting point, we cross-targeted consumers with a proclivity for an adventurous lifestyle who also demonstrated behaviors synonymous with off-roading, camping, surfing, and overlanding.
Progress
When we started working with Westin Automotive, we started from the bottom. With no curated content calendar, un-optimized captioning, ineffectual hard sell imagery, and no history of Facebook or Instagram boost campaigns, we had our work cut out for us. Through research and analysis, we concluded that a more energetic and magnetic campaign strategy was essential to not only reach new like-minded consumers but retain and engage their already passionate followers.
Using Social Media to advance and established brand
With Westin’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 Westin 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
Rather than focusing exclusively on potentially ambiguous or ineffectual KPIs, we focused on long-term growth in terms of both sales and social capital. After compiling a list of the highest per capita 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.
Bringing the 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
The outcome exceeded all expectations for the campaign. Westin'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 established social media influencers, we created a message that wasn’t overtly commercial but instead showcased the product in a lifestyle setting. 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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