Steve Downes, managing director of Juice Digital explains the social media strategy set to be implemented by the agency for Turtle Wax, following its recent appointment by the brand.
Turtle Wax doesn't seem like an obvious bedfellow of a product when it comes to social media use. Are you able to explain how you best hope to use the platform to promote the brand?
It's a perfect product for social media! At the heart of social media is the ability to have a conversation with a brand's consumers. So ask yourself this - do a lot of people using social media networks have cars? Do a lot of people like talking about cars? Does Turtle Wax want to talk to them? The answer is, obviously, yes. So if Turtle Wax can become a trusted member of these people's communities it can only help the brand's reputation.
Will the use be supported through further marketing or do you see social media usage as a standalone, ongoing device?
It will be a part of a fully integrated marketing communications plan using multiple channels
How do you hope this will position the brand?
As an expert and trusted voice on anything to do with car care (they are!)
What do you feel that social media will bring to the promotion of Turtle Wax?
Primarily trust. We will be engaging with them, not selling to them.
What consumer marketplace will you aim to target?
Quite wide. Car enthusiasts, both male and female with some emphasis on younger male drivers.
Do you have to be wary at all of how to target consumers to ensure that the brand is not seen to be selling to them, but is actually interacting with them?
Definitely. People don't join social networks to be sold to. So if you overtly do so you will be ostracised.
When will work begin to roll out and through which social media channels do you aim to use predominantly?
We've just begun. Initially we're concentrating on FaceBook, Twitter and YouTube and will be moving on to blogging and other channels.