Chelsea Truck Co.
London
During early 2022 Rouleur Creative took on UK based project in the automotive industry - consulting for the Chelsea Truck Company. With the company going through several changes, including moving into a new showroom at Albert Bridge, our task was to work with the current team at “Londonify” the brand’s marketing, while also driving sales through social media channels.
Working between the London King’s Road showroom and Bradford headquarters, we brought in a complete social media plan. Using the current personnel the product photography and customer service areas were focused in Bradford - to be closely connected to the product and sales departments. Meanwhile the social media content creation was focused to London.
Immediately we began to create more London based content. We conducted photo shoots and created Instagram Reels across the Chelsea, Fulham , Knightsbridge and Belgravia areas looking to create more lifestyle content.
We made an effort to feature products on the vehicles themselves. Products were tagged in the posts through Instagram and Facebook shops which via Shopify linked to the company website. Being able to feature products on the cars meant the feed had consistency and the engagement rate across posts improved.
The company saw a 30% increase in sales from social media during this period.
We identified several changes to be made to the way we did posts. We opted to post Instagram and Facebook posts in different formats to better engage both channels.
The first change we made was to shift images from a square crop to a 4x5 crop to maximise the size of the images across a mobile screen. We also made an effort to feature images in a carousel format, splitting horizontal images in a 8x5 crop across two vertical images to more closely feature the product and increase user engagement. We often expanded images in post production to be able to post vehicles (quite horizontal and square objects) in a vertical format.
We kept the general format of the posts with an engaging caption - and also shifted our hashtags toward the audience of a luxury London brand - while also trying to engage the audience of car enthusiasts.
As part of the plan to “Londonify” the brand we targeted locations around the Chelsea area - geotagging relevant locations as well as tagging and mentioning shops, business and restaurants featured in the images. This varied from famous mewses to famous streets and shops. We frequently appeared as a ‘top post’ in these locations, increasing brand awareness.
In this case we photographed a Jeep Wrangler Black Hawk Edition in front of 50Cheyne on Cheyne Walk. This brought a reaction from the restaurant in the comments and they shared our post and reel on their story - benefiting both brands.
Following on from this we targeted brand collaborations with other companies around the Chelsea area.
We also targeted upcoming events in the area to increase the relevance of our platform. In the example below we targeted the Putney Embankment with a photoshoot and post preceding the Oxford - Cambrige Boat Race.
