Brand communication on Facebook and Instagram in 9 European countries that paid off in 620% ROAS on a remarketing campaign
Two years of Motointegrator communication on Facebook and Instagram across 9 European countries — from Germany to Portugal — plus a remarketing campaign that delivered 620% ROAS.
Our client
Motointegrator is an international network of online stores selling parts for cars, trucks, motorcycles, farm machinery, and boats. The brand keeps widening its range with new products, and gears its offer mainly toward individual customers.
When work with Social Lama began, the brand was present in 4 countries — Germany, Austria, France, and the Netherlands. Over the course of the engagement another 5 local versions of the store launched: in Spain, Italy, Belgium, Finland, and Portugal — so by the end Motointegrator was communicating in 9 European countries, on Facebook and Instagram.
The challenge
Social Lama's brief was to build awareness of Motointegrator in new European markets and strengthen its position in the ones it was already in.
- Breaking through to customers with the news that the Motointegrator brand exists.
- Building the image of a trusted, dependable brand with a very wide product range.
- Creating content on the profiles that gives audiences added value and moves them to interact — both on social media and on Motointegrator's store websites.
Results
Facebook / Instagram
Facebook / Instagram (Germany)
Our approach
Expansion into 9 European markets
We started in 4 countries — Germany, Austria, France, and the Netherlands — and along the way opened another 5 local versions of the store: in Spain, Italy, Belgium, Finland, and Portugal. We rolled the new markets out one after another over the course of 2023.
We matched the activity on each profile to the size of the market — both the automotive one and the social media one — and to the size of the audience in each country. The biggest markets turned out to be Germany, France, Spain, and Italy, while we saw the most interactive audiences in southern Europe: Spain, Italy, and Portugal. Austria, Belgium, the Netherlands, and Finland — smaller markets — cost proportionally more for slower growth.
Content plan and campaigns on Facebook
We built a comprehensive strategy combining sales, engagement, and educational posts. We kept a constant eye on trends and on the automotive topics with real pull, shaping a content plan geared toward high audience activity.
A very high volume of interactions, comments included, drove strong reach, backed by a diversified set of paid campaigns — reach and engagement objectives, plus traffic to the store site and page likes. Month after month that let us keep comment counts high, new likes growing steadily, and published material reaching a significant audience.
Consistent visual content on Instagram
We started aligning the visual content back at the strategy stage, so the profile would stay in the brand's colors while still leaving room for different types of posts.
We also unified the profile's fixed elements — bios and story highlights — putting the key brand information there. Stories rounded out the daily communication and widened its context, while paid campaigns supported engagement, reach, and profile visits to maximize the audience and the chance of picking up a follow.
Ad campaigns for products and partners
On top of the campaigns supporting our always-on work, we handled promotion of Motointegrator's store offers and of the products from individual manufacturers distributed through it. We drove traffic not only to the local profiles but to the store's local websites — and thanks to constant optimization and on-target creative, click costs stayed low, in proportion to the size of each market.
For the German market we built a social media remarketing campaign with a discount code — aimed at people who had visited the site but hadn't bought. Over the 2.5 months it ran, we delivered 620% ROAS on 50 sales.
