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? By focusing on the key message “To Make Everything 6+”, 6 Plus achieved impressive results within just four months. In this case study, you will learn what steps we took to optimize the brand’s digital strategy, which channels and formats we used, and how we segmented the audience for maximum effectiveness. By the end, you will gain a clear understanding of how we planned the campaign, how we partnered with the client, and what you can apply to your own business.

THE CLIENT

The 6 Plus brand specializes in fast car service.

6 Plus is the first service center in Bulgaria to offer its customers a free all-inclusive warranty for the services provided. The company focuses on delivering high-quality and fast service to more than 60,000 loyal customers.

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

Their service capacity includes servicing over 180 cars per day for tire changes across 9 service bays, over 90 cars for repairs across 13 lifts, and more than 60 alignments on 3 wheel-alignment stands.

What was the problem

The main challenge at the beginning of our collaboration with 6 Plus Auto Services was the need to develop a unified concept and a comprehensive approach for communicating the brand’s strengths, products, services, and its unique all-inclusive warranty offering.

What was our assignment?

Our task was to enhance communication and optimize performance across all marketing activities. We developed a comprehensive strategy aligned with the brand’s identity. All ideas were centered around the key services and products of 6 Plus Auto Services, aiming to build strong and consistent communication under the brand umbrella.

What were the challenges?

One of the main challenges was related to consumer attitudes. In this segment, there is a high level of loyalty, combined with low awareness of alternative services 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 registrations on the website
   • Initiated appointment bookings
   • Completed appointment bookings
   • Click-to-call actions
   • Clicks on the “Request a Quote” button

3. Clicks: 42.4K

SEARCH CAMPAIGN PERFORMANCE

• Average CTR: 16.4%
• Average 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