Download the full case study on how how JAX Tyres & Auto used a video contest to activate its 4x4 enthusiasts and create authentic video content for social media marketing
Superfans are highly valuable to any brand because they’re loyal and enthusiastic. This is what JAX Tyres & Autos knows well. The auto repair and tyre fitting network has been working with its JAX Tribe of loyal customers for some time, cultivating their need for fresh content about the things they love most – tyres.
JAX Tyres & Auto used a video contest to activate its 4x4 enthusiasts and create authentic video content for social media marketing. The brand produces weekly episodes of its JAX Tribe video series, focusing on a different segment of its market. For JAX it is a way to maximise customer engagement through compelling video content. The difference is the footage is actually submitted from online automotive communities, making it more authentic than professional video production.
Summary - JAX needed to engage customers among 4x4 owners
Not all tyres are equal. If you go off-roading in a four-wheel drive truck, for example, your choice of tyre is crucial. If you own a performance car, then your choice of tyre adds to the overall look of the vehicle. And if you drive a ute for work, you need tyres that work well with heavy loads over and over again. These are the three sectors JAX knows spends the most through its franchises and also come back the most frequently.
In this free case study eBook, we explain how JAX leveraged this important customer segment to produce video content for its community engagement. The brand had a two-way conversation with its customers, who both supplied footage and also enthusiastically viewed the compiled episodes produced from their clips as branded content.
“These are the guys who follow our social pages and engage with us. They choose JAX over our competitors and share our updates and promotions with their friends,” says Thibault Roumagoux, Executive Manager – Marketing & eCommerce, JAX Tyres & Autos.
JAX has always wanted to run a video campaign for these brand ambassadors. “When you embrace your superfans effectively, they will reward you with their trust,” says Roumagoux.
JAX customers accessed the Show Us What You've Got project on the Vloggi Uploader
JAX selected Vloggi to power its user-generated video marketing campaign for social media community engagement
For JAX, the problem it faced was sourcing footage from its customers. The brand knew its customers had great actions shots on their devices, but repurposing social media content was complex with IP rights and cumbersome. Plus most of the Instagram posts were image-only, rather than the video that really captured the power of 4x4 tyres.
When Roumagoux discovered Vloggi, he said it was the tool he needed at the right time. “We had debated in the team how we were going to get 4×4 footage from our customers. We thought we’d have to set up a competition, and a DropBox then emails the link, download all the entries and then edit the best together.
"When we saw that Vloggi did all that, it was a no-brainer. We signed up instantly and got our campaign ready in days."
"I was pretty excited about the opportunity to create some great authentic videos from our customers. We knew they were our biggest fans, we just needed a tool to source the video clips stored on their phones”
Executive Manager – Marketing & eCommerce JAX Tyres & Autos
In this case study, we outline how JAX harnessed user-generated video as part of its video content marketing plan to boost social media community engagement in core market segments.
JAX is one of thousands of brands running successful user-generated video campaigns to boost customer engagement. Read our 5 tips for successful customer engagement through regular user-generated video. Or browse other Vloggi case studies on how brands are running user-generated video content marketing campaigns.
JAX Tyres & Auto specialises in the sales and service of tyres, wheels, brakes and suspension. The company operates through more than 80 franchised stores in Eastern Australia.The brand is building a community among its most passionate customers, such as 4×4 fans, performance car drivers and ute owners. JAX uses Vloggi to crowdsource video clips from its community of tyre enthusiasts and then compile the best into weekly episodes for social media.
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