Enhancing brand perception
Nextbase approached us with a goal to improve the consistency of their feed, present themselves as thought-leaders of road safety, and develop a more engaged audience on their social profiles.
Despite already owning the vast majority of market share for the UK Dash Cam industry, Nextbase weren’t receiving the same results on their social pages. Our main challenge for this project was to create a purpose for following their profiles when their customers did not yet see a need or desire to stay connected with the brand.
The foundation of any of our successful social media strategies begins with a methodical social audit. Our audit process for Nextbase consisted of a profile and content audit, competitor and industry analysis, and audience analysis.
The audit showed a number of areas that could be improved across profiles:
Page layout could be improved to clearly provide key information
Content was too heavily geared on unengaging product promotion
No hashtag strategy was in place
Just 1 product was visible in their social shop
Various formats (particularly on Instagram) were not yet being employed
Comments and direct messages were not being responded to
Crafting a bespoke social media strategy
This was delivered primarily in 2 sections: profile optimisation recommendations and a bespoke content strategy.
To optimise the profiles, we offered recommendations such as a restructuring of Facebook tabs, populating the social shop and adding Instagram highlight sections to provide useful information to users.
Secondly, we developed a bespoke content strategy. This looked to achieve Nextbase’s goals by offering their audience the content they wanted to see. Data and insights analysed throughout our audit provided the best approach for this.
The final strategy included:
Topics to post on
How to make use of various formats
Optimal post frequency and best times to post
A refreshed look and feel for creatives
Increased collaboration across teams to optimise use of all content available
A full hashtag strategy
The success in numbers
Users increasingly see Nextbase’s social pages as a place of both humorous and educational content which they gain value from seeing. Furthermore, the vast majority of customer queries are resolved directly on social with no need of moving to the website or contacting support teams.
Facebook average reach
Facebook organic engagement
Instagram average reach
Providing exceptional customer service
In addition to developing a social strategy and managing the brand’s monthly content, Nextbase also required help in their community management.
We embarked on this with tailored training sessions with the Nextbase team. Afterwhich, we took ownership in responding to all direct messages, post comments, and social ad comments. We aim to provide exceptional customer service through accurate and appropriate responses to all, which helps maintain positive brand perception and social sentiment.
Furthermore, we work closely with the Nextbase teams to offer recommendations across their product development, website, paid advertising, and support teams based on customer feedback.
As a result, we continue to work with Nextbase, managing their Facebook, Instagram, and Twitter pages in terms of content planning and creation, day-to-day social media management, and community management.
Experimentation remains a key factor for continuous strategy optimisation. We continue to test new topics and formats with their audience.
Our aim remains the same; to continue to grow an engaged audience on the Nextbase UK pages.