Our brief was to plan and execute the social media strategy for the electric car company, BYD, as they landed for the very first time on Irish shores.
We decided to go down the road less travelled, and just like the pioneering nature of BYD, weren't afraid to push the boundaries of what car brands are doing on social media in Ireland.
Instead of fitting in, we've pushed the boundaries by incorporating a unique content mix and fresh take on platform selection. Instead of falling in line, we've carved out a space and voice for BYD Ireland in a crowded social market.
We established a creative direction that could be employed not just for launch, but for the range of new Electric Vehicle releases to come over the coming months. This started with market entrant, the BYD ATTO3. Our focus was to create a brief and art direction for a new vehicle shoot, bringing in photographer, Peter Evers, and videographer, Alan Rogers, to nail down that distinctly Irish feel. This shoot resulted in a suite of content for us to begin to build the brand with.
Avoiding anything that might appear contrived or overly produced, human elements were incorporated to content through small interactions, close-ups of hands and feet, and real life props. We ensured relevancy to Irish culture, those staples of rain, 99 ice-creams, and Irish landscapes. As with the majority of car brands, there is a need to portray a premium aesthetic that communicates trust and reliability, this was applied to content in a way that hit those talking points without feeling like an ad.
We used the fact that the brand was unknown as the BYD superpower, playing on the fact they have no history of archaic fossil fuel usage or expensive, unethical production chains. We established the brand with eco-conscious consumers and have been creating content with their values in mind.
The team at Good as Gold are a pleasure to work with. A welcome breath of fresh air in the creative space. What I love most is how they seamlessly blend creativity with strategic thinking, bringing our vision to life every single time. From creative ideation, content creation, copywriting, storytelling and social strategy – they not only deliver top-quality engaging content but they also understand the intricacies of each social platform, always thinking ahead to ensure our content is best positioned to reach the right audience.
