About the Brand

EV Lab is the very first omni-channel electric vehicle platform in the MENA/GCC region. 

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Beginning as a Chalhoub Greenhouse startup, the brand has grown exponentially since its inception in 2020 mainly through helping revolutionize sustainable transportation with an all-electric EV fleet for lease as well as being the first and only distributor in the region for SILENT YACHTS, the first solar-powered yacht brand.

 

The Task

To enhance an already successful concept and further address a rising demand for electric mobility, Hekayat Media was tasked with the objective to increase EV Lab's brand awareness via social media channels, increase registrations to their events including their annual EV Track Day and increase as well as convert online followers into customers, particularly of their leasing and rental programs.

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How We Did It

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Hekayat Media tapped into its speciality in the automotive field as well in engaging with the local automotive community consisting of EV drivers and aficionados.

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We began by creating new, original social media content that was informative, entertaining and captivating through showcasing the added value in owning an EV in the region, most of which included information that wasn't widely available. We also created targeted Ads to ensure we engaged with and attracted the brand's relevant target audiences.

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Tailored social media strategies were created for events, activations and new product or service launches, including the EV Track Day for which we provided pre-event promotion on social media as well as coverage and content creation during and after the event.​

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Adapting to Change

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Adaptability is essential for any digital strategy today, particularly for social media.​ We ensured the brand was always up-to-date through creating content types that were most in-demand.

 

To elaborate, as time passed, social media's algorithm majorly favored short-form reel content over static images and therefore, we tailored our strategy accordingly through creating 5-6 social media reels per month. This consisted of teasers to new cars we would review, informative videos that highlight the key unique features of the particular model, EV tips and tricks including cost-saving benefits and how to use EV chargers and where the prime charging locations were.

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The Result​

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EV Lab's follower growth rate increased consistently and at a high rate on a monthly basis due to the new informative and entertaining content being produced.

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Local target audiences were also commenting, asking questions and engaging with the brand on a regular basis as well as being converted to customers after posing sales-related inquiries upon consuming our new content.

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Organic content was also used as paid Ads that boosted sales and engagement even further.

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To summarize, our success with the sustainable mobility brand was due to the following factors:

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• Genuine and engaging video content

• Quizzes and polls which were also useful for data and insights

• Adding a more human element to the brand through conversations with audiences, voiceovers, tips/tricks to EV enthusiasts and engaging with motorists at local car meet-ups

• Monthly check-ins and reports followed by adapting the strategy accordingly

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