The challenge: Launch the E2O electric car into the UK market and drive targeted leads

Mahindra Group, a large Indian conglomerate, were looking to launch the E2O, positioned as the affordable and economical 4-seat electric car. The vehicle is designed for cities with great connected technologies. Released with a price point more accessible to the modern family than many EVs, the E2O is the future of modern electric cars, available now.

We were able to provide an agile range of services throughout the lifecycle of the product launch. Offering consultancy on all aspects of the content marketing programme, liaising with the creative agency on the brand look and feel and brand guidelines, liaising with the PR/event agency to ensure consistency and continuity of communications across channels. We were tasked with the development of a paid media strategy to ensure we used the budget to specifically target a core demographic, to maximise budget efficiency.

Using a range of research tools, including TGI and Facebook insights, we identified a core demographic, the urban multicar-owning family.

Based on the research and the audience identified, we created content pillars that directly addressed this audience and allayed any fears and unknowns about EV ownership, as well as ensuring the content would be engaging and shareable.

We created a suite of content including video resources that we pushed out to our target audience using a social advertising platform, we were able to optimise in real time across Facebook and Instagram, tracking from individual social ad to website to fully optimise. As the campaign progressed we were able to deliver enhanced service within existing distribution budget

The results

Over three million views of Mahindra content were sent to a highly targeted audience of urban families with a second car. As the campaign progressed we were able to identify the content that appealed more specifically to fans of sustainable energy and early technology adopters and target specific content at these audiences, leading to heightened efficiencies. Over 45,000 people clicked through from Facebook to consume more content on the Mahindra website.

In short

Lead Generation, Creative lead, Social, Paid media management, Content production, Video.