Leveraging Creator-Driven Content to Enhance Polestar’s Paid Social Strategy

In the dynamic world of social media advertising, standing out is crucial. Polestar, in collaboration with Curamando, embarked on a project to refine its social media strategy by integrating creator-driven content. This article outlines the process and results of this collaboration, highlighting the concrete steps taken and the value created.

Written by Fabian Ström, Digital Specialist

Breaking through the noise

Polestar faced a challenge in its social media advertising efforts. Its content, while visually appealing, was blending into the “sea of sameness.” This uniformity led to audiences often overlooking key messages. The goal was to differentiate Polestar’s content, drive more test drives, and improve overall sentiment without sacrificing the brand awareness.

Using AI as an ear to the ground

Polestar began analyzing 8,000 comments from its brand awareness campaigns in Italy, Germany, and the UK using Meta’s new AI tool. This analysis was crucial in understanding customer perceptions and identifying common themes. Comments were categorized using Ad IDs and creative formats, allowing us to pinpoint specific motivators and themes that resonated with Polestar’s audience.

Audience driven content creation

Based on the insights gathered, content briefs were drafted for content creators. These briefs focused on specific themes, visual elements, and caption strategies to ensure the content was relevant, engaging, and responsive to real people’s questions and reflections about the car. To find the right creators for this project, we partnered with our sister company Ariel, who specializes in influencer marketing and creator partnerships. Ariel’s expertise was key in scouting and selecting creators whose profiles and audiences needed to align with our goals. Creators were then tasked with addressing specific concerns, such as the functionality of digital rearview mirrors, using clear and reassuring messages.

Putting the theory to the test

Curamando supported Polestar in implementing an A/B testing strategy to compare the performance of creator-driven content against existing ads. By focusing on conversion events like test drives and key performance indicators such as CPA, we helped analyze the performance to understand if creator content could boost lower-funnel performance.

The impact of the result

The pilot test led to significant improvements:

• A 14-point increase in brand awareness, indicating that the content was effectively capturing audience attention.
• A 22% rise in test drives, demonstrating the impact of engaging and relevant content on consumer behavior.
• A 17% boost in positive sentiment, reflecting the enhanced perception of Polestar’s brand among target audiences.
• An 18% reduction in cost per acquisition (CPA), showcasing the efficiency of the new strategy in achieving desired outcomes.

These results underscore the effectiveness of the strategy in enhancing engagement and achieving key objectives.

Final conclusions and reflections

The integration of creator-driven content into Polestar’s social media strategy has proven to be a valuable asset. By continuing to work with creators and refine their approach, Polestar can maintain a strong presence in the digital advertising space. Our collaboration underscores the importance of strategic support and innovative solutions in achieving sustained growth and differentiation in a competitive market.

About the author

Fabian Ström is a Paid Social expert in the Traffic & Acquisition team at Curamando, with a background in e-commernce, B2B and automotive.

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