Using design-led Paid Social campaigns to bring a breath of fresh air to the car repair market

The Challenge

ChipsAway, the UK’s leading minor car body repair specialist
approached Lightbox at the beginning of 2021 with one main aim;
drive quality enquiries from social media to the website.

There were two types of enquiries:

    • Increase the volume of consumer leads.
      (users enquiring to have their car repaired).
    • Increase the volume of recruitment leads.
      (users enquiring about signing up to become a franchisee).

 

So how did we do?

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14,563

Consumer leads generated in 1 year

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£2.50

Average cost per consumer enquiry

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463

Franchisee leads generated in 1 year

Maximising the potential of Paid Social

Paid Social is a powerful tool and we identified a fantastic opportunity to capitalise on ChipsAway’s already popular organic social media. We started by identifying key channels to focus on following a workshop to understand audience personas. We selected Facebook and Instagram.

Campaigns were created with design at the core, carefully considering ad creative and how this would resonate with the user. Raising brand awareness, whilst encouraging conversions was the main driver, using the brand’s already fun and creative feel to shout louder about the service ChipsAway offers.

In terms of targeting, we used every available route to understand what would generate high quality leads at a lower cost per conversion, from retargeting to lookalike audiences, customer lists and demographic profiling.

At the centre of success has been the relationship between Lightbox and ChipsAway; consistent communication, shared values and complete transparency.

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The team at Lightbox have been instrumental in the development of our social media strategy for ChipsAway. They are always super responsive, as well as being very proactive within the accounts, which we really appreciate. The team consistently seek out new ways to generate and improve results for us, and the communication channels are excellent. We feel very much involved, but also safe in the knowledge that they are doing what they do best!

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Rebecca de Chair, Chips Away

Featured Work

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