NEW CLIENTS FOR 6 PLUS THROUGH STRATEGIC DIGITAL MARKETING

How did an auto service company manage to increase its online presence and attract new customers through strategic digital marketing? Focusing on the key message “To make everything 6+”, 6 Plus achieved impressive results within four months. In this case study, you’ll learn what steps we took to optimize the brand’s digital strategy, what channels and formats we used, and how we segmented the audience for maximum effectiveness. By the end, you’ll have an excellent understanding of how we planned the campaign, how we partnered with the client, and what you can apply to your business.

THE CLIENT

The 6 Plus brand specializes in fast car service.

6 Plus is the first service center in Bulgaria offering its customers a free ALL-INCLUSIVE warranty for the services provided.
The main focus of the service centers is the quality and fast service of over 60,000 loyal customers.

The 6 Plus service centers are equipped with the latest generation of machines and specialized tools, aimed at significantly reducing the duration of certain vehicle maintenance activities.

Their service capacity allows for over 180 cars per day for tire changes across 9 service bays, over 90 cars for repairs across 13 lifts, and over 60 alignments on 3 geometry adjustment stands.

What was the problem

The main problem we faced when starting work with 6 plus auto services was the need to integrate a concept and comprehensive approach to communicating all the brand’s strengths, its products and services, as well as their unique “all-inclusive warranty” offer for all their customers.

What was our assignment?

Our assignment was to enhance communication and optimize results across the entire marketing resource. We created a comprehensive approach and strategy that resonated with the brand. All our ideas were focused on the main and significant services and products of 6 plus Auto Services with the aim of creating key communication under the brand umbrella.

What were the challenges?

One of the main challenges is related to consumer attitudes. In this segment, there are high levels of loyalty and at the same time lower awareness of alternatives and solutions.

How did we decide to approach?

At a strategic level, we aligned around the key message “To Make Everything 6+.” The communication positioned the auto service as a solution that gets cars back on the road quickly and keeps them running longer.

We then identified key business and marketing objectives, aligned with the customer journey and the different stages users go through. By selecting and validating the key message, we achieved the following:

• Positioned the brand and increased awareness by reaching the right target audiences
• Established the brand’s key advantages by highlighting benefits and solutions, leading to higher engagement
• Increased online sales through precise targeting and campaign optimization
• Built a loyal community that trusts and actively uses the brand’s services and solutions

What we did – channels and formats

We started with a strong focus on Google Search campaigns, promoting the brand’s key services. We then added GDN remarketing using both generic banners and creatives tailored to specific products and services.

At a later stage, we allocated part of the GDN remarketing budget to reach new audiences through custom targeting.

What Results Did We Achieve

The analyzed period covers four months, from February to May 2023.

1. Impressions – 2.2M
2. Conversions – 11.7K

Types of conversions included:

1. • User registration on the site
   • Initiating the process of booking an appointment
   • Successfully booking an appointment
   • Click to call
   • Click on the “Request a quote” button

3. Clicks – 42.4K

Search Campaigns

• AVG CTR – 16.4%
• AVG CPC – 0.24 BGN
• CPA – 0.80 BGN

FINAL THOUGHTS

When we think about the automotive industry, the first association is usually car sales. While that is natural, the industry also includes many professionals and small businesses that can successfully adopt and scale proven marketing models. To make everything 6+.

“I would recommend trusting an agency with a strong reputation like Xplora, which has highly specialized experts in digital advertising. It is nearly impossible for an individual to keep up with the constant changes in platforms and algorithms. Optimizing time and managing budgets effectively are critical for any business, and I am grateful to the entire team working on the 6 Plus project.”

 

“For me, the real value of working with Xplora is the ability to rely on a well-resourced agency and feel comfortable asking questions of any kind, without needing to seek additional external expertise. Our collaboration is efficient, well-structured, and focused, without unnecessary meetings – which allows me to concentrate on running my business.”

 

Tihomir Nikolov, Partner at 6 Plus Auto Service