Driving awareness, preference, and digital success across the entire Manheim Marketplace
Innovation is nothing new for an industry leader like Manheim. However, taking on a sweeping digital transformation, creating specialized content to reward loyal customers, and launching a completely new app experience in the same year is a big challenge for any enterprise. That’s why Manheim tapped Hothouse to bring strategic insights, fresh creative thinking, and end-to-end content production to ensure success in this massive undertaking.
Rewarding loyalty with valuable custom content
Of the dealers and clients that drove the over 18 million digital bids in 2019, there were two incredibly engaged groups that stood out. So, we developed Manheim Insider—a 4-part series that explored the topics, challenges, and successes of these two distinctly different audiences. The series included video interviews with 12 of the top Manheim executives, infographics, tips and tricks, and market outlook reports.
6 months. 3 platforms. 1 message.
Manheim Transformation Campaign
When things are always changing it can be hard for customers to keep up. That’s why Hothouse created one dynamic campaign with the staying power to communicate a host of digital transformation messages for the life of the campaign. Each piece of content created was strategically aligned with the three goals of the campaign: creating awareness, educating with how-to product demos, and building customer confidence in the new innovations.
Getting personal with over 150,000 unique digital visitors
Launching the Manheim App
By encouraging usage and adoption of the new Manheim app, this campaign eased anxiety and educated users on the newest features of the Manheim mobile app. Using photos of real customers captured in a Hothouse photoshoot, the messages highlighted how Manheim is providing more relevant, personalized buying and selling solutions and encouraging the digital-first mindset with the best digital tools in the industry.