Doyen

How to use social networks to modernise your digital communication?

Doyen
Social Media
Brand & Communication -
Content & Channel -
Content Marketing -

For over 100 years, Doyen has been the central player in the distribution of parts and services to automotive professionals in Belgium, France, Luxembourg, and the Netherlands. After so many years of existence and work, the group wanted to modernise its digital communications to raise its profile and increase the number of online appointments booked in their garages. Our specialists devised a new content and social networking strategy.

Results

We introduced a brand new editorial calendar and different post formats for each of Doyen's 4 brands (1,2,3 AutoService, AD garage, API and Autodistribution). We've created original content and adapted the tone of voice to create an authentic identity for each brand. Alongside this, we developed a completely new marketing strategy, and appropriate management of social networks, Doyen now has a strong market presence.

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Challenge

Doyen asked iO's experts to restructure and harmonise its group-wide digital marketing strategy. The aim, of course, was to make its added value clear to the general public, in order to attract new customers and then win their loyalty.

Solution

We worked on 2 simultaneous approaches, i.e., a short-term approach (emergency management, analysis of the competition, quick-wins) and a long-term journey (sustainable support for digital marketing). To achieve this, we organised a workshop on digital strategy and created a brand new editorial calendar for each of Doyen's 4 sub-brands.

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