Ras Car Mobile Detailing Project Case Study

Problem in Context

Ras Car Care Mobile Detailing is a premium mobile car detailing service, dedicated to providing top-notch vehicle care at customers' convenience. In a competitive market, Ras Car Care sought to enhance its online presence and attract new clients to expand its customer base.

Problem Overview

With increased competition and the growing need for a robust online presence, Ras Car Care faced challenges in gaining visibility and acquiring new customers. The company's niche focus required innovative strategies to sustain growth and reach its target audience effectively.
Ras Car Care aimed to establish brand recognition within its target market and convert initial interactions into long-term customer relationships. Generating quality leads and leveraging high-conversion platforms became critical objectives. Additionally, Ras Car Care aimed to extend its services to eligible customers who were already engaging with its parent company.

Problem Review

An in-depth analysis of the situation identified key themes crucial to Ras Car Care's case, including:

• Brand Awareness
• Online Marketing Strategies
• Market Expansion

A dynamically innovative digital media suite that allows users to be retargeted based on the tour they saw last and spent the most time viewing. This was done by introducing a contextual campaign to increase reach by showing prospective audiences the current, and most popular tour. In addition to that, we applied daily and lifetime frequency caps specific to each user in order to prevent overexposure.

Achieving Efficiency

Collaborating closely with the Ras Car Care management team, Ras Marketing Studio's business development and digital strategy experts conducted market research and formulated conclusions and recommendations. To boost brand visibility and lead generation, Ras Marketing Studio proposed allocating 80% of resources to digital marketing campaigns. Research indicated that the majority of potential customers sought product information online. Digital platforms and campaigns included Google Ads, Social Media (particularly Facebook), and Emailers, with the remaining 20% allocated to radio and print advertisements.

Proposed and Achieved KPIs

Ras Marketing Studio, as the advertising service provider, designed a comprehensive go-to-market strategy, incorporating insights from creative, strategy, and implementation teams. KPIs were established based on international benchmarks, prior campaign performance, Google Keyword Planner data, and the allocated budget.

Results:

Proposed Leads: 710

Achieved Leads: 1 621

Optimizing the Ras Car Care Brand

By continuously refining brand assets such as website content, call-to-action elements, advertising materials, campaign themes, and platforms, Ras Car Care Mobile Detailing successfully engaged its target audience. As depicted in Figure 1, the campaign significantly increased brand awareness and generated substantial leads, surpassing initial lead projections by over 70%. These converted clients contribute to the brand's ongoing return on investment. Given these results, the campaign proved highly successful from inception to the end.