🏁 The challenge

EIT Urban Mobility is a leading collaboration across manufacturing players in Europe. Prior to the project, their digital advertising lacked consistency between regions and teams, leading to a lack of brand cohesion. In addition to inconsistency in content, having worked with different agencies in the past, there was a lack of structure across business accounts and campaign management tools, leading to inadequate reporting and inefficient processes. 

The key challenge was creating a comprehensive, well-rounded strategy that accounted for the regional activities of EIT Urban Mobility, ensuring a strong brand presence across channels. 

🔬 The insight

An audit of the client’s marketing account revealed a lack of consistency across regional and team activities, which diluted the overall EIT Urban Mobility brand across marketing initiatives. Overall brand recognition had room for improvement, and internal processes provided challenges to scaling marketing activities and effectively managing campaigns. Our team identified several key audiences which weren’t effectively targeted in marketing campaigns, and gaps in optimising resources available for digital advertising, including underutilised Google Ads Grants. 

There was a lack of alignment between goals and current processes, leading to the organisation not making the most of available communication channels.

📊 The answer

Our work focused on consolidating organisational goals, streamlining marketing processes and putting in place a strong marketing strategy with clear, cross-organisational goals. 

Through this, the Dante team: 

• Created a comprehensive digital marketing strategy - a document outlining key audiences, communications approach, goals, SWOT and SMART analyses and a complete funnel strategy and channel audit, unifying the organisation’s strategies and processes in one place. 
• Provided direction on best-practice content and visual identity, including static posts, video content, case studies and multilingual content adaptations
• Ran and managed paid marketing campaigns throughout the year, optimising budgets for awareness and engagement across both Google and LinkedIn
• Created and streamlined reporting processes by utilising Looker Studio to merge reporting from Google Ads and LinkedIn, allowing the client to see performance data in real-time

💡 Our impact

By the end of the project, EIT Urban Mobility clearly understood the path forward for their organisational digital advertising strategy. Alongside a solid strategy, we completed various digital marketing campaigns, balancing regional goals under the EIT Urban Mobility organisation as a whole. 

This increased brand recognition across channels, over time, making digital marketing campaigns increasingly more effective. 

The campaigns resulted in click-through rates (CTR) above industry standards, with cost per result also averaging above our benchmarks. 

Conversion rates remained at a strong, consistent level throughout the project, with room for improvement as the work continues. Multilingual campaigns outperformed on various metrics across the board, yielding valuable data and insights for the strategy. 

With a clear visual identity and marketing strategy, the team now have a plan to follow alongside clear goals for development.