Challenge
For the 2021 campaign, Liqui Moly aimed to enhance its brand awareness and educate the target audience about its product offerings, particularly focusing on the benefits of its motor oils and automotive care products. The primary challenge was to effectively reach and engage both car enthusiasts and general consumers, ensuring they understand the distinctive qualities and advantages of using Liqui Moly products.
Solution
Produpress implemented a multi-faceted marketing strategy for Liqui Moly, combining print and digital content to optimize reach and impact. This included:
- Advertorial Pages: These were strategically placed in prominent automotive magazines such as Moniteur Automobile, AutoGids, and AutoWereld throughout the year, providing consistent visibility in highly relevant publications.
- Native Content Articles: A series of engaging and informative articles were published both in print and online. These articles were designed to educate the audience about various aspects of automotive care, such as choosing the right oil and understanding motor oil specifications, thereby positioning Liqui Moly as a leader in automotive solutions.
- Social Media Campaigns: Targeted Facebook campaigns were used to increase the reach and engagement of the content, facilitating broader awareness and interaction with the brand.
Results
The campaign successfully met its key performance indicators, achieving significant exposure across multiple channels:
- Print and Digital Reach: The campaign reached over 1.3 million readers through print media alone, supplemented by extensive digital content views.
- Engagement Metrics: The native content articles and social media posts generated substantial engagement, with thousands of interactions that included page views, clicks, and social media reactions.
- Overall Media Value: The total media value of the campaign was estimated at €340,000, with Produpress providing these extensive marketing services at a significantly reduced price of €59,000, demonstrating high cost-efficiency and value.
