Case Study
Build with TomTom Social Media Campaign
Company Overview
TomTom is a location technology company that provides maps, digital cockpit solutions, navigation software, routing and ETAs, APIs, and traffic data to developers, drivers, businesses and governments around the world. As the leading independent geolocation technology specialist, TomTom is on a mission with their customers and partners to collect resources from around the globe to create the largest, richest geolocation database available to make fresh, accurate maps that help people find their way in the world.
Project Background
During a lull in events and new product releases due to the Covid-19 pandemic, TomTom Enterprise had a need for a steady stream of social media content. I developed an always-on social media campaign for their developer and enterprise audiences highlighting TomTom’s strengths and removing roadblocks potential leads faced while considering their maps and traffic data.
Deliverables
Campaign Process [platforms, frequency, hashtag, key stakeholders]
3x3 Messaging House [3 key messages, each with 3 supporting messages]
Visual Assets & Social Post Copy
Landing Page Creation, KPIs, Campaign Measurement, Tracking, and Reporting
Skills
Campaign Management
Content Strategy
Content Marketing
Social Media Marketing
Copywriting
Content Creation
Approach
I developed the content strategy for the campaign, including identifying the target audiences, goals, and key messaging and sourcing a backlog of content to start with, including blog articles, YouTube videos, customer testimonials, and case studies. Once I identified the pieces of content that correlated to the key themes of the campaign, I drew out the most compelling points to use for our organic and paid media assets, including customer quotes and infographics. I wrote the copy for the assets as well as the organic social media and paid ad copy and collaborated closely with our visual designer to bring the assets to life. I was also responsible for measuring, tracking and reporting on the campaign’s performance.
Using a blog article on last-mile delivery tracking, we created a new asset with a extracted quote of a statistic on the importance of accurate estimated times of arrival (ETAs).
For a testimonial we had with Omnitracs, I evaluated and pulled out some key numbers to create a new visual asset – an infographic highlighting the end results we were able to achieve with our partnership.
This is another example of highlighting a use case for our Maps APIs for our developer audience.
Using direct quotes from our customer testimonials, we were able to create refreshed assets for existing content.
In addition to the organic social posts, we also ran paid ads on Twitter to drive traffic and awareness.
Outcome
During the Build with TomTom campaign we were able to match elevated copy to refreshed assets and graphics. We created over 50 new targeted social posts and messaging that helped drive leads, supported sales goals, and surpassed our engagement KPIs by 30%. The ongoing goals were to continue to work closely with the visual designers, product marketing managers, and sales teams to have ready-to-go content available on short notice that highlighted our products and removed roadblocks that potential leads faced in the consideration phase of the funnel.