0
increase in sales in focus markets
0
facebook fans in 8 months
0
cost per fan
Challenge
Pioneer struggled to compete in existing markets as leading car manufacturers upgraded their own in-built sound systems which were harder to remove - reducing Pioneer's market share and sales.
Selling through distributors, Pioneer couldn't effectively promote its product range or their differentiating selling points - such as the larger than life bass, or Bluetooth connectivity.
As general awareness of Pioneer products dwindled, so did sales, as cheaper alternatives flooded the market.
Result
Sales increased 110% across the region and 320% in focus markets - significantly outperforming targets and achieving a substantial ROI.
In just 8 months and on a modest total ad budget of $20,467, a Facebook and later Instagram page was launched, amassing 83,169 fans.
Cost per fan on Facebook was as little as $0.21 and $1,89 on Instagram with a large number of fans engaging with Pioneer and becoming a fan after seeing individual posts boosted.
Solution
Pioneer's audience are generally tech savvy or car lovers - making a good sound system a must. For these users, Pioneer is a fashion statement.
To embody these values our content too, had to be modern - and most importantly dynamic to grab attention with a certain level of shock value.
The core problem was that users were not aware of Pioneer. So, we aimed to excite users, persuading them to: #AskForItByName.
Distributors would not push Pioneer's products; so the campaign lifted the sales model on its head; instead asking fans to insist on a Pioneer product by asking for it by name in stores.
Targeted ads in close proximity to distributing stores and pro-active community management meant that we could target our audience with key messages to connect them with the brand before influencing them to visit their nearest store.
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