Social Media Audit to Guide Social Content Strategy for a New Luxury EV Maker

The Ask:

As social media continues to shape how people discover and interact with brands, a luxury car maker preparing to launch their new Electric Vehicle (EV) sought to develop a social content strategy to drive discovery and engagement with their core audience while staying true to their luxury brand image.

With no performance learnings, the client was starting from scratch, looking for insights into both the competition as well as as learnings on format mix, content pillar development, follower acquiaition strategy and platform roles.

The Approach:

I conducted a comprehensive social media audit of strategic competitor brands to gather both catgeory learnings as well as content learnings.

First, a comparative analysis of key social KPIs such as engagement across the competitive set, helped distinguish category leaders from laggards. This coupled with a further deep-dive into individual competitor performance, yielded insights on follower acquisition strategies as well as as format mix.

Then, I categorized the best and the worst performing content from each of the brands into distinct content pillars and assessed performance of each of these pillars. This analysis not only helped understand the thematic landscape of the social media content in the category but also helped identify priority content ideas to drive KPIs such as engagement rate and follower acquisition.

The Insight:

The analysis revealed a correlation between content posting frequency and follower acquisition - periods of high gain in followers coincided with period of higher posting frequency. Furthermore, external news about a brand also impacted follower gains indicating the complementary effect of PR activity on social media outcomes.

Carousel posts and product spotlighing stood out as driving engagement for brands as they bridged the gap between offline and online, providng customers with quality visualization of product - which is an important determinant in luxury purchases.

Figure 1: Format Performance

Analysis of content on TikTok and Instagram helped define distinct platform role, where one is more audience led and another brand led.

Figure 2: Content Pillar Analysis (Sample Data)

The Value Add:

The competitive social audit provided valuable insights that shaped the client's social content strategy across the following areas:

• Clearly defining platform roles to maximize brand impact.

• Identifying effective content formats for better engagement.

• Offering strategic guidance on content topics aligned with luxury branding.

  
  

In summary, the data-driven approach equipped the client with a targeted social content strategy, positioning them for a successful launch within the luxury automotive market.

Done at TBWA\Singapore