CASE STUDY

Go Ultra Low

Social Strategy

Go Ultra Low is an initiative to educate the general public about the benefits of electric cars and provide them with information on how to make the switch. The initiative is a joint venture between the UK Government, vehicle manufacturers and energy suppliers.

As our clients social agency we provide the full package, including; social strategy, paid media strategy and implementation, content and channel redesign, campaign ideation and community management.

AIMS

  • Deliver full Social Media Management for Go Ultra Low - Go Ultra Low is an initiative to educate the general public about the benefits of electric cars and provide them with information on how to make the switch to electric. The initiative is a joint venture between the UK Government, SMMT, vehicle manufacturers and energy suppliers.
  • Create the GUL Social Strategy to take the platforms from a scattergun approach to an audience first and publisher minded approach.
  • Work in partnership with NOW advertising agency to seamlessly integrate the wider brand strategy with the social campaign and ongoing calendar.

ACTIONS

  • Delivering a Social Strategy - through sector research we discovered the four main barriers for the uptake of electric cars; cost, range anxiety, model choice and home charging. We also used social listening to segment the main audiences and tailor each message to both the age group and level of understanding of electric cars.
  • Our new social media strategy matrix gave GUL a structure for publishing content that both engaged their current audience and attracted and educated a new one.
  • Delivering and implementing a Paid Media Strategy that reached GUL target audience on the platforms they are using, at the right time and in the best format. We then retargeted this audience with a sequence of adverts to further their education.
  • Social Listening - In order to be the most up to the minute platform for news on the EV Industry we implemented TalkWalker for our content creation and so that our client could also use to update all parties involved in GUL.
  • Content and Channel Redesign - We overhauled GUL’s social look and feel so that it could deliver on the strategy of a publisher way of working. This meant a strong and premium look and feel, with templates created for each pillar of content.
  • Channel Management - We took care of everything end to end. From content creation to scheduling and answering and engaging with the growing electric car community.
  • Monthly Reporting - The monthly report covered not only key performance indicators such as return on advertising spend, community growth and areas for opportunity but also social listening around the electric car industry in order to inform the ongoing strategy.

RESULTS

  • Delivering a strategy that held up during a pandemic when content filming was not possible and content needed to be sympathetic to the current situation
  • Reaching over 8 million people in the UK across Facebook, Instagram and Twitter who had shown interest in sustainability with an always on monthly budget
  • Increasing Go Ultra Low engagement by over 500% building a community that regularly engaged with comments and photos as well as constantly retweeted and shared GUL content to spread awareness
  • Successfully streamlining social processes and framework across Government and all other involved parties.
Their Instagram
Go Ultra Low website screenshot
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