The international automotive markets around the world face a slowdown in the face of the Coronavirus. With less people moving around in an era of social isolating and self-quarantining, fewer would-be drivers are out there buying cars.
That deceleration in four-wheeled purchases can even touch upon the supercar world. Sales challenges like that keep elite car manufacturers like Maserati hustling to stay in touch with their loyal fans and potential buyers. Social media plays a huge role in communicating with the well-heeled gearhead crowd, even if potential big money shoppers tend to be older drivers who might be a little less Twitter or Instagram savvy.
Supercar maker Maserati uses a spirited social media campaign to keep enthusiasts engaged while the ... [+]
As a brand, Maserati uses social media channels to convey to a wide audience the brand's integrated storytelling. The minds behind the company’s various online feeds share news to engage both owners and brand enthusiasts.
According to company spokesperson Kas Rigas, Maserati most recently announced the name of the highly anticipated MC20 super sports car via social media both on global and North American channels.
The Maserati brand has a presence on Twitter, Facebook, Instagram, YouTube and LinkedIn with a total global follower base of 22 million. Rigas explains that the companies focus on all its channels ensures any age group adopts some form of the social media message.
“While owners groups and clubs are focused on Facebook as a way to connect and share information, Maserati looks at all social channels and determines how to create and leverage the right content for the specific channel,” Rigas adds.
She cites as an example progressively adapting Maserati’s Instagram experience to the “story-fication” of the platform. In 2019, more than 75% of the content published on the platform was narratives told in a mobile full-screen format that allowed immersive storytelling.
The evolution of LinkedIn into an editorial and marketing platform leads many corporations such as Maserati to look at its ability to reach a target audience.
“This brand continuously researches emerging social channels to determine if they are a fit for the Maserati target audience,” Rigas reports. “For example, TikTok is a channel that skews more to teenagers, and it is not currently a channel that Maserati is active on with an official account — although we are engaging in collaborations with influencers active on that platform.”
While supercar sales face a potential decline during the Coronavirus crisis, Maserati stays out ... [+]
Maserati’s key slogans reappear in all of its social media content, including “Powered by Passion, Unique by Design, Innovative by Nature.” To build an online presence to feed that image, the company built a content machine able to deliver thousands of pieces of content every year.
“It’s content designed and delivered differently according to the platform and the objective,” Rigas says. “In some cases, the content stirs brand love and enthusiasm. In other cases, it’s to educate about the product or to generate leads.”
