Vauxhall uses authentic content from their proud owners to significantly increase dwell time and goal completion online.
The Challenge: Vauxhall’s recent marketing campaigns have been focussed on being a proud British brand, one that’s made exclusively for British people, and therefore understands those people like no one else. They were looking for ways to amplify this ethos and make their website content more authentic, human and relatable, by allowing existing owners to tell prospective owners how much they love their Vauxhall cars.
StoryStream Solution: Vauxhall selected StoryStream and have implemented web based Storyboards on their home page and all key model pages, displaying a mix of earned media content including; rights acquired UGC from existing owners, Brand Social and Influencer content, and reviews from expert third parties. The Storyboards have been extended to some of their key dealer websites.
StoryStream has also been connected to their Social Media Publishing tool, (Sprinklr) to allow Vauxhall to repost the best of their owners UGC onto their owned social channel.
- An increase of over 25% in page dwell times when StoryStream was implemented.
- Goal completion rate (number of prospects going on to complete high value leads or actions) increase by 6% when visitors had viewed and engaged with the authentic content Storyboards.
“StoryStream is a great platform that allows us to get rights to the amazing content that our fans and owners produce, and then publish that content on our website. This engages other prospects and has a significant impact on our conversion rates to the next stage of the buying journey, as well as making our website a much more human and authentic place, supporting our brand story.
The StoryStream team have an in-depth knowledge of the Auto industry and consumer buying journey online, and are always keen to provide ideas and advice, as well as supporting me on the everyday use of their platform.”
Jonny Evans – Digital and E Commerce Manager – Vauxhall
Solutions used by Vauxhall:
– Dynamic Web publishing
– Automated content sourcing
– Rights Request and content management