MotorMouth’s senior team had a fantastic idea, with massive potential, a very keen eye on their brand proposition, but no continuity in how this was being presented, or the methodology behind bringing this product to market. This is where partnering with Wonderful helped to really bring everything together. The MotorMouth team were moving apace with app development, website/platform development and content ideas; but had no strategic plan to tie these all together to deliver on their proposition. We got under the skin of the most recent iteration of both their app and website, alongside their app and content partners as well as in-house developers, to work through our branding process. Understanding the market, the tech, the current offering, alongside future goals and objectives are all crucial to being able tell the right story and to do so in a way that stands out from the competition.
Wonderful’s team very quickly had to aid in the UI/UX design of the app, having vital input at a crucial stage where the app was going into full production. Our team spotted potential future usability issues, and aligning with best practice, made some fundamental contributions to the redesign of the UX based on our findings. This was actioned by the app development team and contributed to avoiding a number of initial potential stumbling blocks. Whilst working on these very specific elements/outputs, we worked with MotorMouth to define their brand identity, visually. This involved working with our brand experts on developing (or in some cases just defining existing) tone of voice, messaging and copywriting, as well as the integral visual style (logo, colours, fonts & supporting assets), with the outcome being an updated set of brand guidelines.
With a new brand position and redefined visual style, the next task was to bring the brand’s new digital presence to life through a strategic pre-launch marketing campaign.
As with all community platforms, they just don’t work unless you have an audience of engaged and digitally active users. The key to launching this product and, ultimately making it a success laid with two main streams: Driving numbers of active, engaged users; and keeping the app “sticky” enough for them to interact with the motorsport community, to really build a sustainable critical mass of users.
The pre-launch campaign was fundamental to the first of these elements – building a community before the app went live, to ensure it hit the ground running. Our pre-launch campaign was strategically planned to drive the growth of a database of contacts, to enable MotorMouth to publicise the launch of the app when it hit the app stores. Building buzz, driving traffic to a conversion-rate optimised landing page, all whilst instilling the values of the new platform were absolutely integral to the success of this element of the project.
Our team used the new brand guidelines to design and build a conversion rate optimised landing page, capturing data for a “Test Drive” audience. This page was built to ensure data was collected in a GDPR compliant, secure fashion, and data was collated directly into into MotorMouth’s chosen email & CRM platforms. Custom analytics and tracking were also setup and CRM integration the landing page was ready to be released into the world.