|
|
|
|
|
|
|
|
Avis - Social Media & Consumer Generated Content
|
|
|
|
Avis blog - www.wetryharder.co.uk
|
|
|
|
|
SOCAP Award for Innovation in Customer Service
|
|
|
|
|
|
|
URL: www.wetryharder.co.uk
|
|
Key Industries:
|
|
|
|
Key Sectors:
|
|
Content Management
|
|
Design & Build
|
|
Social Media
|
|
|
Avis - Social Media & Consumer Generated Content
|
|
To reinvigorate the “We try harder” values and re-establish trust in the customer focused brand proposition, Web Liquid developed a comprehensive approach to mine consumer insight & key market priorities from online word-of-mouth (WOM) and Consumer Generated Content (CGC) relating to Avis & its competitors, subsequently leveraging those findings in a ‘bottom up’ approach to:
- Establish benchmark & measurement baseline comprised of a Stakeholder Analysis to discover key influencers & ultimately communication targets.
- Evolve strategic communications planning.
- Execute tactical marketing efforts offline & online
- Develop & launch the wetryharder.co.uk conversation with customers via online review sites, travel communities and forums
- Establish measurable benchmarks & monitor them to confirm impact and growth of related ‘through-the-line’ communications efforts
In 2007 the Avis Net Approval Index increased over 200% & remains well ahead of the competition.
Awards
- The project won the; SOCAP award for Innovation in Customer Service at the 2007 National Customer Service Awards
- The blog was nominated & short-listed as a finalist for the Travolution awards; Most Innovative Use of Social Media
|
|
|
|
|
|
|