Enhancing Social Media Management: TomTom’s Successful Summer Campaign

The Client

TomTom is a tech company specialising in mapmaking. It has been pushing the boundaries of what’s possible in location technology for over 30 years, defining the category of personal navigation and creating one of the fastest-selling consumer products in history – gaining unparalleled knowledge of how the world moves.

The Challenge

TomTom wanted to use the summer 2020 period to create relevance for its consumer brand to younger target audiences and increase @TomTomDrivers sentiment score and engagement rate on Meta.

The Solution

We redefined @TomTomDrivers’ social media management strategy, turning the Meta channels into purposeful platforms open to the brand’s most engaged followers through a three-step approach:

• Serialised content calendar. We worked hand-in-hand with TomTom’s creative and product marketing teams, and after auditing 12 months’ worth of social content, we created a channel-specific content series to populate our channels across the summer months

• Community management. We opened the community management activity to TomTom’s customer care department, empowering our agents to answer comments and private messages on Facebook and Instagram. This activity involved connecting marketing and care tools and delivering brand training to the agents to ensure they would promptly address every social comment.

• Social media dashboard. We worked with TomTom’s channel specialists and product owners to define KPIs and metrics and captured everything on an automated weekly dashboard.

The result(s)

• Engagement rate increased by 100% on Facebook and 5% on Instagram (as compared to H1 2020)

• Facebook sentiment score increased 200% as compared to H1 2020 (with 100% of the public and private social queries answered within 24 hours)

• The social media dashboard was shared weekly with the consumer’s LT team, providing clear visibility on results and actionable insights.