About the Client
Having taken the global car market by storm, Dacia arrived in Ireland in Jan 2013 with the Duster SUV, offering a refreshing smart-buy concept to the Irish market. Everything Dacia does centres on simplicity, eliminating the unnecessary and providing excellent value for money. The current Dacia model range in Ireland, comprising of the Duster, Sandero, Sandero Stepway and Logan MCV, reflects this philosophy, giving customers the ability to buy exactly what they need and nothing more.
The Challenge
On arrival in Ireland Dacia’s key objectives were to:
- Successfully launch Dacia (a relatively unknown car brand) into a recessionary Irish market
- Hit their target for Dacia Duster pre-sales prior to their arrival in 2013
- Create a Dacia dealer network in Ireland
Our Solution
In July 2012, utilising a range of digital channels and platforms (website, social, online advertising), Webfactory instigated and managed a purely digital launch of the Dacia brand in Ireland. Our strategy was to launch early, launch online, build a social community of dedicated Dacia fans and ultimately drive conversions through securing sign-ups for test drives and pre-orders of the Dacia Duster.
The Dacia pre-sales target was achieved 2 months ahead of schedule in October 2012.
In 2013, Dacia had the fastest growing car dealer network in the country.
How We Did It
As well as managing the Dacia.ie and Dacia dealer websites, we built a thriving online community on Facebook, Twitter and You Tube. The social community members were the first to hear about the Duster’s features, benefits, car finance deals and test drive reviews, whilst also incorporating fun and engaging posts. All of this online social activity helped build a customer base that exhibited loyalty and an affinity to the product that continues to grow to this day.
Services Provided
- Social Strategy and Management
- Content Creation
- SEO
- Community Management
- Online Advertising
- Website Management