Nielsen Chemicals is a manufacturer of specialist chemical products for the Automotive Industry; their brand portfolio encompassing a large range of specialist cleaning, valeting and maintenance products across a range of Automotive sectors. 

Nielsen is owned by Reabrook Limited, a large formulator, manufacturer and filler of aerosol, liquid and tube products under the brands of Reabrook Health & Beauty and Reabrook Manufacturing. Reabrook provides outsourcing solutions for clients including many large high street stores, multinationals, manufacturers and distributors. 

Nielsen products are sold in the globally through their growing distribution network.

Marketing Objectives

Nielsen approached WDA as they were looking for a specialist marketing partner to assist in moving away from an existing franchising business model and refocus onto growing their distribution network initially within the domestic market. Key marketing objectives were:

• Growing Nielsen’s distributor network by attracting new potential distributor leads that would be passed onto the Nielsen Sales Director to nurture and convert.
• Convey the Nielsen product difference and raise awareness of their “Professional” product range to their core target audiences – Logistics/Haulage, Public Service Vehicles, Valeters, Detailers, Motor Factors, Car Body Shops, Car Dealers, Import/Distribution and across their key sector verticals.
• Improve Social Media presence by growing Facebook page likes and LinkedIn followers.
• Promote and provide live support from events and race meetings.

Brand and Digital Strategy

The foundation of our strategy to effectively deliver against Nielsen’s marketing objectives started with their branding and positioning. We had to differentiate Nielsen from their competition in order to generate a desire beyond the high quality product offering. This would be delivered via a first phase “brand awareness” campaign.

Identification and strategy development for approaches to their target audiences was the next phase. These consisted Independent Motor Factors, Public Sector and Emergency Vehicles, funeral and limousine.

In collaboration with Nielsen, we then determined the individual tactics we’d use to deliver a fully integrated digital marketing programme to meet objectives.

Actions and Tactical Deliveries

• Developed Nielsen’s brand and positioning: to engage customers, drive demand and increase sales, to create differentiation against rival brands, to enhance credibility, improve customer recognition and to provide a clear platform for marketing communications.
• Comms plan: we created a comms plan that included key automotive and motorsport events and allowed effective planning of all content and social media output.
• Created a blog: set up a blog on the website that we updated regularly with a varied range of fresh content including brand focused, professional cleaning tips and trade incentives. We also joined up and leveraged the Nielsen LM Racing team activities, which had not been effectively done before. Content was also produced for SilMid, a new distribution partner that Nielsen signed up as a result of our campaigns.
• SEO research: keyword research and optimisation was undertaken for each blog article we produced.
• Social Media: we researched and compiled regular posts (every other day) for Facebook and LinkedIn. Our organic posts aimed to increase brand awareness, educate the audience, highlight the professional range and attract distributors. Typical posts for each month included “Did You Know” /Cleaning Tips (with bespoke graphics), Product Spotlights, educational/brand posts and distributor focused posts.
• Paid Social Media: we managed all paid Nielsen campaigns on Facebook – including a Page Likes campaign to grow their following and various distributor focused campaigns. Each of these was split tested, analysed and optimised ongoing.
• AdWords: consideration level search campaigns were implemented to drive clicks to the “Professional” range on Nielsen’s website.
• Live event support: as part of the requirement, WDA supported Nielsen with live coverage of a variety of activities including their 50th Anniversary event at the Nielsen HQ. We also supported the Nielsen LM race team at rounds of the Le Mans series including behind the scenes documentary style coverage and live social broadcast.
• Reporting: monthly Analytics and Social Media performance reports were produced and delivered / analysed with the client against the KPIs.

The Results

• Social Media following and engagement increased across Facebook and LinkedIn. Facebook likes specifically grew by 908 from our paid likes campaign alone.
• 250,000 total impressions through Facebook ads.
• 70 B2B Facebook enquiries received from potential new distributor leads through one of our specific Facebook campaigns.
• 58 distributor form submissions at a cost of under £10 per lead.
• Sell out of 50th Anniversary packs – targeted at Porsche owners through a printed ad in Porsche post and through a targeted Facebook campaign.
• 7,911 impressions from Google AdWords and 588 clicks at a cost of £0.47 per click.
• 130 total form submissions, 2,866 social media website hits and almost 55,000 total page views.
• The popularity of our “Did You Know/Cleaning Tips” social media posts among customers and Nielsen personnel alike, resulted in internal posters and printed collateral being commissioned and produced.
• Sales meetings booked from the enquiries received and new distributors signed up including small independent dealers/valeters as well as large distribution operations such as Silmid distribution and Tidal – The Independent Distributor Alliance Limited.

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