Problem we faced
With a 1% market share and a 0.05% share of voice on the internet. The brand ranked at 17 in the list of 20 credible auto brands in India.
Offline and Online content sources flooded with negative brand mentions and sentiment regarding their service operations with no clear Crisis management and ORM strategy in place.
What we did
Establishing a listening setup for the brand, the tracked conversations were to be segmented into different business operations to identify the gap. The insights to be used to pitch a product modification campaign- along with a content seeding campaign to be launched to counter negative sentiment on the internet.
Stitched together a crisis management action plan with an ORM strategy, to counter all negative perception and content with PR initiatives from the brand and leadership media engagement.
Created a dedicated forum on the website and the app with third party and user generated content with positive brand and user stories.
Product initiative- Introduced the 4 year service warranty and built an advertisement narrative around it
Market share increased to 4.5% with record yearly sales of Skoda Octavia in India.
Share of voice increased to 11% and Skoda now ranks at 5th in the list of 20 credible auto brands in India.
Won SABRE Asia award for the best brand turnaround campaign, and Campaign Asia award for the best integrated brand campaign.
