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TAKING BMW DIGITAL MARKETING TO THE NEXT LEVEL.

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Our role

Since 2015, we’ve been the lead-agency for luxury vehicle manufactorer, BMW, in the sales regions Africa, the Caribbean, and Eastern Europe – 35 countries to be exact. In the beginning of 2017, we were recruited to solve internal and external challenges in the social media sphere on a global scale, and to bring the visions and needs of the headquarter and markets closer together.

Our task

Make BMW the most relevant premium automotive brand on social media, with markets that have hugely different cultures, languages and local set-ups. Within 2 years, BMW became segment leader in all countries when measuring the engagement per fan on social media. Our social media strategy is now part of an entirely new digital communication approach for this BMW region, that inevitably influences the entire communication chain.

Social Media Strategy for BMW.

But how do you even start to tackle an established and beloved brand? With our unique collaboration approach we focus on two things: putting the BMW customers in the centre and achieving consistency within the region. To do so, we collect data and analyse local customer experience. Are electric models trending in Morocco? Is BMW perceived as innovative in Israel? Which service would be best for BMW on social for Icelandic customers? The perception and behaviour of customers influence our market specific communication strategy. Through these insights, we also adapted our performance campaigns and content on the website.

X5 G05

Together we worked to...

  • Connect the dots of market demands with the objectives of the regional BMW department
  • Use data-driven insights to build a global strategy to ensure sustainable brand appeal
  • Drive consistent brand perception, cross-channels and cross-markets through social media

“The methodology of EIGHTYDOTS has enabled us to strengthen BMW's customer centricity, gathering insights internationally and making BMW the most relevant premium automotive brand in our markets on social media."

⎯⎯ L. Steinhauer, Marketing Area Manager at BMW Group

Results of our collaboration.

66%

less local campaign efforts

Better knowledge transfer between HQ and local market teams

Faster content distribution to all markets

Growing consistent BMW brand perception and experience across the entire region using customer insights through AI technology was the game-changer in achieving segment leadership on social media.

On social media we achieved:

7x

more engaged users

100%

Leader in 100% of involved markets in terms of engagement

145%

increase in reach

8x

more test drive appointments at the first contact touchpoint

99,8%

accuracy in engagement prediction

8,5X

increase in website visits from social

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overview of reference cases.

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