Client:
Škoda Hungary
Year:
2023
Industy:
Automotive
Services:
Integrated Digital Campaign
Webpage
Communication strategy
LinkedIn Strategy
Posting guide
The Project
This project was dedicated to creating a communication strategy for Škoda, specifically tailored to its identity as a fleet brand. Our strategy was differentiating between communications and brand image for private individuals and the B2B audience. We initiated this process with two comprehensive workshops, delving deep into the fleet brand’s goals, unique selling propositions (USPs), target audience, value proposition, and other key elements that set Škoda apart in the automotive industry.
The Challenge
The project was conducted in two parts. First, we crafted a sales-focused digital campaign with a social media leg, and then we developed a LinkedIn strategy for building awareness and brand image. Given the complexity of fleet management, we aimed to strike a balance between professionalism and accessibility. We devised a concept for the sales campaign to demonstrate the intricacy of fleet-related decisions, enhancing the brand’s professional image and highlighting Škoda’s unique aspects.
Regarding the LinkedIn strategy, we departed from the B2C communication guidelines and worked closely with the brand’s management to create a new, tailored strategy that would effectively reach our B2B audience.
The Result
A well-established communication strategy exclusively for a B2B target audience, focusing on amplifying the brand’s strengths. The sales campaign targeted a wider audience, both on social media and other digital platforms, targeted a broader audience for a shorter duration, guided by clear KPIs. A long-term brand image campaign was optimised exclusively for LinkedIn. We’ve created a communication guideline and a posting guide for the social media team to establish a consistent strategy for the latter.