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Knowing that we couldn’t out-spend our bigger competitors - Supercheap Auto, Autobarn and Repco, we had to get smart with our targeting. And that meant focusing exclusively on a core audience of modifiers and fixers.
We also knew that without e-commerce functionality (and with a much smaller store footprint than our competitors) we couldn’t afford to waste our media dollars reaching people who couldn’t get to a store.
We developed a funnel-based comms plan to drive business success, mapped it to an annual marketing calendar – then activated across paid search, YouTube, BVOD, social media, subscription TV and radio.
In the initial phase a third of the budget was channelled into brand building, with the balance put towards sales activation – reflecting our highly targeted audience and limited sales channels.
Sponsored social posts and YouTube videos focused on bolstering Auto One’s authority in the automotive space, encouraging member catalogue sign ups and prompting website visitation with seasonal, timely offers.
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