Launching Vimcar as the friend of the SME in the UK
Founded in Berlin, Vimcar is a market leader of digital fleet management. Its mission is to help SMEs digitalise the administrative everyday routines of company car drivers and fleet managers.
When it launched it the UK, it briefed CubanEight to build brand awareness among fleet media and verticals, establish market-leading positioning in the SME leasing space and support growth ambitions.
Our strategy was to position Vimcar as a friend of the SME, highlighting the brand as a supportive partner for businesses, and demonstrating the benefits of using its solution – automating the running of company vehicles, protecting employees, improving customer experience and optimising routes. Combining reputation building strategies with commercially-aware tactics to generate leads and nurture prospects we built the brand and fuelled the sales pipeline.
Using insight from Vimcar and its clients we rolled out a campaign including education and advice for trade and vertical media on topics such as integrating electric vehicles into fleets. Interviews with Vimcar’s founder and CEO – Andreas Schneider and awards entries to build credibilty in the market, also supported the brand building.
News announcements formed a drumbeat for the activity including 100,000 cars milestone stories and new SME businesses coming on board as customers – from medical services, plumbing through to wholesale meat businesses. Educational advice-led content was developed to position Vimcar as an expert in fleet management for SMEs, and tailored content for vertical sector media.
The campaign worked to place Vimcar in the bigger picture – with Andreas interviewed by the fleet and business media on innovation, and e-fleets as well as a campaign highlight being a live interview on BBC News on the topic of Brexit.
Campaign outputs included 150% coverage target secured in Q1 2021, whilst the BBC flagship coverage resulted in an uplift of 260% in traffic to the Vimcar website and 237% increase in leads.
As a new joiner in the UK market, it was especially important to create trust around our brand and establish us as thought leaders. We are more than happy with CubanEight tackling this goal from different perspectives. Digging deep into vertical media, using mainstream media hooks to increase our reach, and publishing well-thought articles repurposing our existing content. The CubanEight team has an excellent understanding of trending topics in the market and how to use the angles for our Vimcar story.Sophie Glaser VP Marketing