A MOTORCYCLE CLUB ROOKIE.
A company known worldwide for its oils and lubricants for motorcycles launched a new product in Colombia. The challenge was to penetrate the market to get more attention from potential consumers without investing too much money in advertising.
We identified the network made up of the main actors related to the motorcyclist community of Colombia and analyzed all the communication around them. This allowed us to identify which are the moments of greatest attention in the community, as well as the themes and motivations that most impact them. Then we determine actions to increase brand presence at relevant moments for them without spending money on advertising.
We detect the most relevant actors within the consumer network. We identify the most used keywords to optimize campaigns and websites of the company. And we created an interaction program with KOLs (Key Opinion Leaders, or organic opinion leaders).
- We found the web page that concentrates the most attention of motorcyclists and perform actions within it.
- We trust consumers by positively exploiting the issues and motivations with which they relate to the brand.
- A market presence greater than 30% of what was forecast was achieved.