With a strong appeal to teenagers, this microcars (ie. without permit) manufacturer had however trouble focusing their communication on social media. My objective was to renew their community management to appeal to both teenagers & parents, and ultimately generate more website visits & sales.

SKILLS

SOFTWARES & NETWORKS

MILESTONES

Tailored content for each target

When it comes to buying microcars, teenagers and parents don’t react to the same thing on social media. To respond to this, I created a two sided editorial line, with both fun and security-related content.

User Generated Content as a way to get more brand affect

The most difficult part of the Aixam purchase intent process on social networks is to give confidence that the product responds to the users needs. To do so, I reused UGC from Aixam owners who said what they love about their car, encouraging more users to do so. Brand affect grew stronger and a few weeks after, CTR did too.