“Dispelling myths” through opinion leaders

[mimakte]

In the following case study, we will see how a Chinese automaker was able to improve the opinion of its cars by using user-generated content.

It is no secret that many car enthusiasts do not trust the Chinese auto industry. Many have formed the opinion that Chinese cars are not prestigious, of low quality, and unreliable. This is well illustrated by a user's review from the car enthusiasts' website Drive.ru:

"Let's look at Cherry first. These are cardboard cars that I would never trust my life to. It's better to walk than to expose myself and my loved ones to such danger." And such reviews, even five years ago, prevailed over those that said that Chinese cars were capable of creating competition for cars from other countries.

In this regard, the established perception had a negative impact on both the reputation of Chery and, naturally, on sales. Then the company turned to a digital agency for help in telling users about their new development.

The campaign included the following:

A list was formed , which el salvador email list included all opinion leaders (auto bloggers) who speak negatively about Chery brand cars or cars from China in general. This list consisted of 22 people;

Selected users were given a test drive of these vehicles;

After the bloggers tested the cars provided to them , 19 critics admitted that they were ready to change their first opinion, and that the cars were not so bad;

The rebuttals were caught on camera and the UGC went viral.

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The campaign was able to achieve effective results due to the fact that:

Each user who was interested in the project watched approximately two or three videos filmed during the campaign;

More than 35% of interested users visited the brand's website;

More than one percent of those who expressed interest in the product signed up for a test drive.

From all of the above, we can conclude that product promotion using opinion leaders is viewed positively by users. In some situations, such use of UGC is a more effective method than using an open advertising campaign.

Advertising together with the biased opinion of the audience will never provide you with an effective result, but the recognition of their own mistakes by leaders and video confirmation of this is effective UGC.