Client Background:
The client is a mid-sized automobile manufacturer focused on two-wheelers, including electric scooters, motorcycles, and loader bikes/scooters. With rising fuel costs and increased demand for affordable, low-maintenance vehicles, their models had strong potential. Despite this, they faced visibility challenges in a market dominated by legacy brands with heavy ad spends. Their goal was to connect with young, digitally active riders looking for value, performance, and smart design.
Problem Statement:
While the brand offered reliable and economical two-wheelers with innovative features such as digital displays, USB chargers, and lightweight frames, it struggled with brand trust and digital engagement. Buyers lacked awareness about the advantages of the vehicles, and the company needed to generate qualified leads from tech-savvy urban customers. Establishing themselves as a modern, dependable brand was critical to improving lead generation and online conversion rates.
Service Provided:
Our marketing agency developed a specialized influencer marketing campaign to reach young urban commuters, tech enthusiasts, and first-time buyers. The strategy included product-centric videos, performance reviews, and interactive content to highlight the brand’s value proposition and differentiate it from bigger players.
Solution Provided:
- Product Experience Videos:
Partnered with popular automobile vloggers and tech lifestyle creators to showcase two-wheeler features such as range, mileage, handling, charging speed (for EVs), and comfort. Real-world road tests were conducted, with influencers discussing the bike’s performance under various city conditions. - Platform-Centric Content Strategy:
- YouTube: In-depth ride reviews, “Top 5 Two-Wheelers Under ₹80,000” comparisons, and EV vs petrol models analysis.
- Instagram: Short reels capturing first impressions, startup sounds, LED display demos, and daily commute vlogs.
- Facebook Groups: Shared long-form video testimonials, owner reviews, and AMA (Ask Me Anything) posts with influencer involvement.
- Virtual Test Ride Promotion:
Integrated a virtual test ride booking system via influencer links and bios, enabling users to schedule in-person demos at the nearest dealership. This helped convert interest into physical footfall. - Referral and Affiliate Integration:
Influencers used referral codes and tracked sign-ups via personalized URLs. This helped assess interest across geographies and measure ROI. The system also helped track preferences for electric vs petrol-based two-wheelers. - User-Generated Review Drive:
Initiated a campaign using the hashtag #RideSmartToday, encouraging buyers and fans to share their vehicle usage experience. The most helpful reviews were featured on the brand’s website and social media platforms.
Execution Details:
- Campaign Duration: 20 Days
- Platforms Used: YouTube, Instagram, Facebook
- Influencers Engaged: 14 (8 YouTubers, 6 Instagram creators)
- Total Reach: 1.8M+ viewers
Results Achieved:
- YouTube Watch Time: 710K+ minutes
- Virtual Test Ride Bookings: 1,050+
- Lead Forms Submitted: 650+ (electric and petrol models combined)
- Instagram Engagement Rate: 6.4%
- User-Generated Content Posts: 160+ with #RideSmartToday
- Dealer Inquiries Increased: 40% across Tier-1 cities
Client Feedback:
The client expressed strong satisfaction with the campaign’s measurable outcomes and praised the marketing agency for its data-driven approach. They highlighted that influencer-driven content simplified complex specifications and helped first-time buyers make informed decisions. The marketing campaign led to a record increase in dealership test ride appointments and brand recall during local events.
Key Takeaways:
- Automotive influencers create strong brand affinity when technical specs are presented through relatable content.
- A proactive marketing company can help mid-size manufacturers compete with legacy players by prioritizing education and accessibility.
- Virtual booking tools and affiliate links ensure actionable tracking and improved lead generation.
- A well-structured marketing campaign supported by a credible marketing agency delivers both brand awareness and tangible sales results in the automobile sector.
