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Marketing Objectives:
To design and launch a small grassroots brand awareness campaign for the Isuzu Axiom 2002 just prior to and post launch of the overall communication program, which would increase consumer awareness, drive traffic to the website, get consumers to sign up for and request an Axiom brochure via mail.
Process:
Directly engaged consumers and opinion leaders (Message Board Moderators, Online Column Writers, Webmaster, and Newsletter Editors), which generated positive conversation and interest online about the brand.
Results:
Far surpassed client established benchmarks for website traffic and eCRM sign-ups for the brochure and test drives by a multiple of 6.
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