Peugeot, a renowned automotive brand with a rich history of innovative technologies and design, has implemented a strategic marketing approach to position itself in the highly competitive automotive market. With a focus on brand repositioning and targeting a younger audience, Peugeot has successfully leveraged influencer marketing, digital initiatives, and customer engagement to achieve its objectives.
Recognizing the power of influencer marketing in shaping consumer perceptions, Peugeot collaborated with a mix of micro and macro-influencers in its marketing strategy. By partnering with influencers, Peugeot aimed to enhance brand visibility, reputation, and reach specific niche audiences, while creating aspirational and relatable content.
The results of Peugeot’s influencer marketing campaign were impressive. The campaign reached over 1 million people on social media platforms, surpassing industry standards. The engagement rate stood at an exceptional 12.99%, indicating the effectiveness of Peugeot’s influencer-driven approach. This high level of engagement demonstrated the brand’s ability to connect with their target audience and create meaningful interactions.
Key Takeaways:
- Peugeot utilized influencer marketing to enhance brand visibility and reputation.
- The collaboration with micro and macro-influencers allowed Peugeot to reach specific niche audiences and increase brand awareness to a larger population.
- The influencer campaign achieved an exceptional engagement rate of 12.99%, surpassing industry standards.
- Partnering with influencers enabled Peugeot to create aspirational and relatable content, fostering trust and loyalty among consumers.
- Peugeot’s influencer marketing strategy played a pivotal role in the brand’s successful repositioning efforts.
The Importance of Influencer Marketing for Peugeot
In today’s competitive market, effective marketing strategies are vital for brands to connect with their target audience and shape brand perception. Peugeot, a renowned automotive manufacturer established in 1889, understands the significance of keeping up with evolving marketing trends. One such strategy that has proven to be highly effective in recent years is influencer marketing.
Peugeot recognized the need to target a younger demographic, specifically those aged 18 to 24, to dispel the perception of being a mundane brand and highlight their innovative designs and technological advancements. Their successful collaboration with influencers during the launch of the Peugeot 508 led them to further explore the potential of influencer marketing.
For their influencer marketing campaign, Peugeot implemented a diverse mix of influencers, including micro-influencers and macro-influencers. By engaging with influencers who resonated with different types of audiences, Peugeot ensured broader reach and relevance among their target demographic.
Influencer marketing serves as a powerful tool, allowing brands like Peugeot to successfully navigate through changes in target audience preferences and trends. By leveraging influencers’ existing credibility, brands can gain trust faster, making influencer marketing an effective means to enhance brand perception and shape consumer behavior.
Peugeot’s Approach to Influencer Selection
When planning their influencer marketing campaign, Peugeot recognized the power of leveraging influencers who had credibility and influence over their target audience. To ensure the success of their campaign, Peugeot experimented with both macro-influencers and micro-influencers, understanding the unique advantages that each category offered.
In selecting macro-influencers, Peugeot aimed to tap into their expansive reach and large number of followers. These influencers had the ability to generate mass awareness and exposure for the brand. By partnering with macro-influencers, Peugeot could showcase their vehicles to a wide audience and potentially reach millions of potential customers.
On the other hand, micro-influencers played a crucial role in establishing a deeper connection with their niche audience. These influencers had a smaller but highly engaged following, allowing them to have more intimate and authentic interactions with their followers. By collaborating with micro-influencers, Peugeot aimed to create genuine conversations and build trust among their target market.
Peugeot’s ultimate goal was to establish long-term relationships with selected influencers who aligned with their brand values and resonated with their target audience. The brand recognized that long-term partnerships provided the opportunity for influencers to become true brand ambassadors, effectively communicating Peugeot’s message and capturing the essence of the brand in an authentic and relatable way.
Selection Process
The selection process for influencers involved multiple stages. Peugeot’s marketing team carefully evaluated influencers’ online profiles, looking beyond follower counts to assess the quality and relevance of their content. They considered factors such as engagement rates, audience demographics, and the influencers’ ability to tell compelling stories.
Once potential influencers were identified, Peugeot collaborated with them on specific campaigns, closely monitoring the collaboration process, campaign results, and the influencers’ ability to resonate with the brand and its target audience. The team analyzed campaign data, including impressions, views, engagements, and other relevant metrics to understand the impact of each influencer’s contribution.
Peugeot recognized that influencer marketing is not a one-size-fits-all approach. Through trial and error, they refined their selection process, learning which influencers were the best fit for their brand and audience.
| Type of Influencer | Campaign Reach | Impressions | Engagements |
|---|---|---|---|
| Macro-Influencers | ABSOLUT Planet Earth’s Favorite Vodka | 68.4 million | 8.6 million |
| Micro-Influencers | 67 Shades of Dior | 2.66 million | 592 thousand |
In summary, Peugeot’s approach to influencer selection involved a strategic balance between macro-influencers and micro-influencers, with the aim of establishing long-term relationships with ambassadors who could effectively communicate the brand’s message.
The Results of Peugeot’s Influencer Marketing Campaign
Peugeot’s influencer marketing campaign yielded remarkable outcomes, demonstrating the effectiveness of their strategy in enhancing brand perception, increasing engagement, and driving social media growth.
Engagement Rate and Cost-Per-Engagement
The campaign generated an impressive engagement rate of 12.99%, exceeding industry standards by leveraging the power of influencers to captivate and connect with the target audience. This high engagement rate was achieved while maintaining a cost-per-engagement (CPE) of just €0.07, highlighting the campaign’s cost-effectiveness. By efficiently utilizing resources, Peugeot maximized the impact of each engagement, resulting in a more favorable return on investment.
Brand Perception
Peugeot’s influencer marketing campaign significantly improved brand perception, both among existing customers and prospective buyers. Through authentic and relatable content creation, influencers effectively showcased Peugeot’s innovative features and unique selling points, fostering positive associations and perceptions of the brand. By aligning with the right influencers who resonated with their target audience, Peugeot successfully boosted their brand image and established themselves as a leader in the automotive industry.
Social Media Growth
The influencer marketing campaign contributed to significant social media growth for Peugeot. Over the course of the campaign, Peugeot gained over 38,000 new followers across various social media platforms. This surge in followers demonstrates the campaign’s ability to attract and engage a broader audience, extending Peugeot’s reach and increasing their overall brand visibility. Additionally, the campaign resulted in a remarkable 200% increment in leads generated from social traffic, further expanding Peugeot’s customer base and potential market.
Increased Interactions and Reach
The campaign generated a notable 41% increase in interactions on social content, indicating a higher level of engagement and active involvement from users. Peugeot successfully encouraged conversations, comments, and shares, placing their brand at the forefront of online conversations. Moreover, during the Dakar event, Peugeot reached more than 4.5 million users through Facebook and achieved over 3.8 million Twitter engagements. These impressive numbers highlight the campaign’s ability to create buzz and capture the attention of millions of social media users.
Peugeot’s Brand Building Strategy
Peugeot, a renowned automotive brand with a history dating back to 1810, places great importance on brand building as a crucial element of its marketing strategy. The success of the Peugeot 206, launched in 1998, serves as a testament to the brand’s commitment to creating a distinct identity and establishing brand recognition.
The Peugeot 206’s global appeal can be attributed to a comprehensive communication strategy that emphasized quality, innovation, and customer satisfaction. To ensure widespread awareness of the 206 model, Peugeot utilized a mix of traditional and digital media channels, including television commercials, print ads, and online campaigns. These efforts not only showcased the car’s sleek, compact, and sporty aesthetics but also highlighted its vibrant color options, catering to the diverse preferences of customers.
Peugeot’s brand building efforts extended beyond advertising and relied on strategic marketing activities and brand presence. The brand heavily invested in sponsorships, partnerships, and high-profile advertising campaigns, ultimately positioning the Peugeot 206 as one of the best-selling models in its compact car segment. Notably, the “The Sculptor” ad campaign creatively showcased the car’s design transformation, further reinforcing the brand’s commitment to innovation and captivating the attention of potential customers.
By prioritizing brand building, Peugeot aims to differentiate itself in a highly competitive automotive market. The brand’s marketing director acknowledges that while products matter, building a strong brand is equally significant. Peugeot is shifting away from product-led marketing and investing more in creating a distinctive brand experience that resonates with customers. The goal is to make the brand feel more “branded” and increase brand recognition, further solidifying Peugeot’s position as a leader in the industry.
Peugeot’s Commitment to Design, Color, and Marketing
The success of the Peugeot 206 emphasizes the powerful impact of design, color, and marketing in the automotive industry. Peugeot’s meticulous attention to sleek aesthetics, vibrant color options, and effective communication strategies propelled the brand’s sales and fostered brand loyalty among customers. This success serves as a valuable lesson for other automotive companies, highlighting the importance of investing in brand building as a means to achieve long-term success in the market.
| Market | Market Share (%) |
|---|---|
| Italy | 7.8% |
| UK | 5.2% |
| France | 17.9% |
Despite its significant success in Europe, Peugeot faces limited market presence globally, particularly in regions such as the United States and China. However, the brand’s commitment to sustainability and the development of electric and hybrid models demonstrates its forward-thinking approach to meet the needs of current and future generations. Peugeot aims to achieve carbon neutrality by 2038 and has set ambitious goals to transition its entire euro line-up to fully electric vehicles by the end of 2023.
Peugeot’s focus on customer needs and concerns is another vital aspect of its brand building strategy. The brand prioritizes providing an intuitive retail experience for customers, both in physical showrooms and online channels. By understanding and addressing customer expectations, Peugeot strives to build strong relationships and loyalty among its customer base.
As Peugeot continues to navigate a rapidly evolving automotive landscape, it aims to compete directly with luxury automakers like Audi, BMW, and Mercedes-Benz through its shift toward an upmarket strategy. By combining its rich history, commitment to quality and innovation, and brand building efforts, Peugeot seeks to establish itself as a formidable player in the global automotive market.
Peugeot’s Commitment to Electric Mobility
Peugeot is at the forefront of the electric mobility revolution, demonstrating a strong commitment to sustainable development and the circular economy. With a comprehensive strategy in place, they are leading the way towards a greener future.
By 2023, every model in the PEUGEOT line-up will be electrified, highlighting their determination to embrace electric vehicles (EVs) on a large scale. By 2025, PEUGEOT aims to offer a 100% electric range, providing customers with zero-emission mobility options.
In Europe, PEUGEOT has set an ambitious target of selling 100% electric vehicles by 2030, further solidifying their commitment to driving sustainable transportation practices. To achieve these milestones, PEUGEOT has launched the PEUGEOT E-LION PROJECT, which focuses on five key areas: ecosystem, experience, electric, efficiency, and environment.
One of the key advancements in PEUGEOT’s electric revolution is the impressive range and energy efficiency of their electric models. For example, the PEUGEOT E-308 and 308 SW boast a range of over 400 km with an average energy consumption of 12.7 kWh, providing customers with a reliable and efficient driving experience.
PEUGEOT’s dedication to sustainability goes beyond electrification. Their new HYBRID Technology aims to reduce fuel consumption by 15%, combining the best of both electric and combustion engine technologies.
PEUGEOT’s Wide Electric Vehicle Range
PEUGEOT is at the forefront of offering a diverse range of electric vehicles to cater to various customer needs. One notable model is the E-3008 C-SUV, which features a range of up to 700 km and three electric powertrains, providing options for different driving preferences and distances.
Not only does PEUGEOT focus on expanding its electric vehicle lineup, but they also emphasize the circular economy model in their design and manufacturing processes. The PEUGEOT Circular Economy model follows a ‘take, make, dispose’ approach and incorporates sustainable materials, energy efficiency, and practices that extend the product lifespan through reconditioning and remanufacturing.
Their commitment to sustainability is also evident in their concept car, the Peugeot INCEPTION. With an impressive 800 km range on a single charge, this concept car showcases the brand’s innovation in electric mobility. Powered by a 100 kWh battery utilizing 800 V technology, the INCEPTION is a testament to Peugeot’s dedication to pushing the boundaries of electric vehicle technology.
PEUGEOT’s sustainability goals extend beyond their vehicle production. They aim to reduce their carbon footprint by over 50% by 2030 compared to 2021, creating a positive impact on the environment.
Partnering with companies like Mobilisights and Vay, PEUGEOT explores data services and remote driving technology to enhance efficiency in delivery operations and car-sharing services.
The Hypersquare steering control by PEUGEOT offers a seamless driving experience, simplifying vehicle functions through a digital and intuitive interface. This innovation enhances the overall electric mobility experience for customers.
In conclusion, PEUGEOT’s commitment to electric mobility is evident through their extensive range of electric vehicles, focus on the circular economy model, and dedication to sustainable development. With their robust strategy and continuous innovation, PEUGEOT is driving the future of electric mobility.
Peugeot’s Wide Electric Vehicle Range
Peugeot has established itself as a prominent player in the electric vehicle market, offering a diverse range of electric models. Their lineup includes both passenger vehicles and light commercial vehicles, catering to a wide range of needs and preferences.
Among their popular electric models are the PEUGEOT e-208 and PEUGEOT e-2008, which boast impressive ranges of up to 340 km WLTP and 310 km WLTP respectively. These vehicles provide excellent acceleration, with the PEUGEOT e-208 achieving 0 to 100 km/h in just 8.1 seconds.
Peugeot’s commitment to electric mobility extends beyond passenger vehicles. They also offer electric options for light commercial vehicles, such as the PEUGEOT e-RIFTER and PEUGEOT e-TRAVELLER. These vehicles combine practicality with sustainability, offering a top speed of up to 84 mph and a maximum real-world range of 125 miles.
However, one of the most notable models in Peugeot’s electric range is the PEUGEOT E-3008. With a WLTP range of 435 miles, it surpasses competitors like the Tesla Model S and the upcoming Project Highland Tesla Model 3. The PEUGEOT E-3008 offers three drivetrain choices, including a dual-motor all-wheel-drive version with a 98kWh battery and a long-range configuration that provides 435 miles of range. This impressive range is made possible by the advanced STLA Medium platform, which allows for up to 435 miles of electric range.
Take a look at the table below for a summary of Peugeot’s electric vehicle range:
| Model | Range | Top Speed | Battery Capacity |
|---|---|---|---|
| PEUGEOT e-208 | Up to 340 km WLTP | 93 mph | 46.3 kWh |
| PEUGEOT e-2008 | 310 km WLTP | 93 mph | 46.3 kWh |
| PEUGEOT e-RIFTER | 125 miles (real-world range) | 84 mph | 46.3 kWh |
| PEUGEOT e-TRAVELLER | 115 miles (real-world range) | 81 mph | 46.3 kWh |
| PEUGEOT E-3008 | 435 miles WLTP | Variants available | Variants available |
Peugeot’s wide electric vehicle range showcases their commitment to sustainability and innovation. With their advanced models and long-lasting batteries, Peugeot is paving the way for a greener future in the automotive industry.
Peugeot’s Focus on Customer Needs and Concerns
Peugeot is committed to providing customers with an exceptional driving experience while addressing their needs and concerns in the transition to zero-emission mobility. As part of their strategic plan, Peugeot aims to have a 100% electrified range by 2023, offering a wide selection of electric vehicles that cater to different driving preferences and requirements.
One of the key considerations for customers is driving range, and Peugeot has taken this into account by developing electric vehicles that offer impressive ranges. For instance, the PEUGEOT e-208 provides a range of up to 340 km, allowing drivers to go the extra mile without worrying about running out of power.
Additionally, the PEUGEOT e-2008 offers a range of up to 320 km, providing drivers with the confidence to embark on longer journeys without the need for frequent charging stops. The PEUGEOT e-Expert and e-Traveller are also equipped with impressive ranges of up to 230 km and 330 km, respectively, allowing businesses and families to travel with ease.
To further support the transition to electric mobility, Peugeot is actively investing in charging infrastructure. Through their Free2Move Charge service, Peugeot customers have access to an extensive charging network, ensuring convenient and hassle-free charging options wherever they go.
Recognizing the importance of affordability, Peugeot offers customized lease options and affordable plans for their electric vehicles. This makes zero-emission mobility more accessible for households and younger generations, encouraging wider adoption and a greener future.
Peugeot’s commitment to customer needs and concerns extends beyond driving range and charging infrastructure. The company continuously prioritizes consumer-driven innovation and introduces new features and technologies to meet evolving customer expectations.
By focusing on customer needs and concerns, Peugeot aims to provide a seamless and enjoyable electric driving experience while contributing to a sustainable future.
| Model | Range |
|---|---|
| PEUGEOT e-208 | Up to 340 km |
| PEUGEOT e-2008 | Up to 320 km |
| PEUGEOT e-Expert | Up to 230 km |
| PEUGEOT e-Traveller | Up to 330 km |
Conclusion
Peugeot’s marketing strategy for 2024 demonstrates the brand’s commitment to innovation and sustainability. By incorporating influencer marketing, Peugeot aims to reach a younger audience and reshape its brand perception. The company’s focus on electric mobility aligns with the growing demand for sustainable transportation options. Peugeot’s comprehensive range of electric vehicles caters to diverse customer needs and positions the brand as a leader in the European electric market.
With its strong presence in over 30 countries and a workforce representing over 160 nationalities, Peugeot’s global reach continues to expand. The company’s ambitious goals, including achieving carbon neutrality by 2038, reflect its dedication to environmental sustainability and making a positive impact on the automotive industry.
Furthermore, Peugeot’s differentiation strategy and commitment to development efficiency set it apart from its competitors. By leveraging its 14 iconic automotive brands and two mobility arms, Peugeot aims to generate significant revenue through the production of “monetisable” cars using its three software architectures. This strategic approach positions Peugeot for future growth and success.
In conclusion, Peugeot’s marketing strategy, influencer partnerships, and focus on electric mobility demonstrate the brand’s commitment to meeting customer needs, driving innovation, and achieving a sustainable future. With its strong global presence and ambitious goals, Peugeot is poised to leave a lasting impact on the automotive industry.
