Find out how we redefined the brand image of Controlauto and how a new and optimized digital platform was designed to easy the vehicle inspection procedure booking process.
To address the brand needs, there were some internal challenges that need to be addressed such as an inconsistent communication across the different users touch-points, having obsolete digital assets and new acquisition channels cannibalizing more profitable ones.
The strategy was based in four pillars: the creation of a new brand image; the development of a new and optimized digital platform with an optimized vehicle inspection booking process; the consolidation of the brand's social media strategy and presence; and the development of specific paid Media strategies in both Paid Search and Social Media.
DEFINING AND REDESIGNING A NEW BRAND IMAGE
Renew the Brand itself, founded on Consumer Studies and engagement analysis of the current users.
The need to have a strong digital presence and the best practices required for this channel were also taken into consideration, along with the brand's principles:
DEVELOPMENT OF A NEW DIGITAL PLATFORM
A clear and defined website structure has been developed with the support of SEO analysis, traffic history, UX analysis and conversions.
The new website’s creative proposal, based on the new brand look & feel, as well as the inspection booking process has been build as a result of these insights, and taking into consideration the client’s main objective – online bookings.
As a result, the website focus is an efficiency booking process with an even user experience, regardless of the device or the origin of the user.
A NEW SOCIAL MEDIA APPROACH
A new positioning implies a shift in the tone and manner by which Controlauto communicates on its Facebook page. As it became a channel for direct communication with users, it had to convey proximity, rather than being simply a tool to maximize conversions.
By fostering user interaction with the brand, maintaining a line of communication that became constant, assertive and relevant, we established a professional stance and actively promoted road safety on Portuguese roads, while maximizing conversions.
RESTRUCTURING PAID SEARCH STRATEGY
Active campaigns in Paid Search became more relevant to users, since they started directly meeting their needs.
By developing call-to-action copywriting and having landing pages specifically tailored to user requests, improvements were felt instantly.
Because we created single pages for each inspection centre, the campaigns were customized according to the users proximity, leading them directly into the closest centre, therefore cutting steps off the conversion funnel.