Motorsport & Social Reach

Quote Me Today are experts in business insurance and specialise within the motor trade industry, looking to add inspiration to their social media campaigns.

Increased Reach by 1,116%

Quote Me Today are experts in business insurance and specialise within the motor trade industry. Having grown to be one of the UK’s leading brokers, they have a wide range of products offering road risk and a combination of motor trade policy and premises. Looking to improve their online presence they approached Gravytrain to see how we could add inspiration to their social media campaigns.

The Brief

Improve brand awareness, social interactions across Twitter, Facebook and Google+.

The Goals

We wanted to set a new standard within the industry and be creative with our approach – something that no other motor trade company had yet to do.
Our goal was to position Quote Me Today at the forefront of the community, being actively involved and recognised within the motor trade industry. We recognise that due to its viral nature, social shares and referrals would create traffic, engagement and natural links back to quotemetoday.co.uk, increasing the overall ROI of our Social campaigns from Brand awareness to benefiting their ongoing SEO campaign.

Our Approach

Given freedom with our social campaign we decided to create something exciting, fun, and most importantly, engaging. Our strategy was to focus on the motor trader demographic and devise a social campaign that would appeal to them, making Quote Me Today stand out among its competitors.

When we started brainstorming around the motor trade industry, one of the first things that came to mind were cars and racing – two things that anyone with a keen interest in the motor trade industry would have a passion for. Having well established close relationships with members of the motorsport industry, we decided to utilise these relationships and arrange for Quote Me Today to sponsor a BRSCC Mazda MX-5 Championship racing driver.

Innovation

Under very tight deadlines, just one week after our client agreed to the proposal, we had created a new social media strategy, artwork and plan promoting Quote Me Today’s sponsorship.  We arranged for the driver’s car to include Quote Me Today promotional stickers, and were ready for the first race.  In the build up to the race we hosted a competition and regularly interacted with the racing driver on Twitter to increase traction.

We arranged a schedule with the racing driver prior to the race detailing the type of footage that would be required throughout race weekends, such as updates on her races and pictures from the day.  Gravytrain also arranged a way for this information to be constantly updated on the Quote Me Today’s social media platforms during race weekends.

Part of our strategy was to include an on board camera within the race car which would capture the full experience. After each race Gravytrain created a video from the on-board camera footage, as well as uploading photo albums, race reports and interviews with the driver to the client’s social media accounts.  This gained a large amount of engagement and encouraged users to check the Quote Me Today social media accounts on a frequent basis in order to see further updates.

The Results

  • In less than one week Quote Me Today’s Twitter account went from having 21 followers to 115 – an 82% increase. They also received 51 mentions and 61 Retweets during the first 7 days.  Meanwhile the Quote Me Today Facebook page’s Weekly Total Reach increased by 1,116%.
  • Our client was happy with our social media campaign and even managed to attend one of the races in a hospitality box at Brands Hatch.  This promoted their involvement and enabled them get to know the driver better.
  • Over the weeks, engagement and traction increased across the Quote Me Today social media platforms as Gravytrain continually promoted upcoming races as well as information about the racing driver.
  • In 2014 Quote Me Today will be sponsoring Jade Edwards throughout the entire BRSCC Mazda MX-5 Championship.  During this time Gravytrain will integrate the social media campaign into Quote Me Today’s overall SEO strategy in order to further improve brand awareness and provide ROI.

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