We kicked off the project by developing the campaign’s brand; from naming to logo design. Next, we built a microsite on HubSpot. Anticipating heavy mobile traffic, we created a user-friendly two-stage signup portal. Two stages allowed us to capture an email address immediately in case a user abandoned signup before completing the form. We used AdRoll retargeting and email lead nurture flows to encourage users to return to complete step two at a more convenient time.
Social media ad campaigns targeted at Canadian EV owners were launched on Twitter, Facebook, and Reddit. We coordinated organic efforts to support our pay-per-click strategy, reaching out to Canadian EV associations, and social media communities.