Case study · Automotive & transport

Washed: increasing the profile and reach of a modern car wash.

Washed is a car wash service with a difference. It utilises the most advanced car wash technology in the world while limiting the effects on the environment.

Sector: Automotive & transport
Service: Digital marketing

Digital marketingCampaign delivery

Washed Preston car-wash facility exterior.

The challenge

What needed to change.

Washed is a modern car wash with locations in Camberwell and Ivanhoe. The business runs on advanced car wash technology and is built to limit its effect on the environment, which sets it apart from the traditional operators around it. That point of difference was not yet reaching enough people.

The brief was to raise the profile of the brand, put its environmental innovations in front of local drivers and build a digital presence to match the quality of the physical offer.

Washed came to us to build brand awareness and generate online leads. The primary aim was an increase in store visits at both the Camberwell and Ivanhoe locations.

Beyond that, the business wanted more online conversions, new customers, stronger sales in both suburbs and a better return on ad spend. It also wanted to turn casual customers into regulars by getting them to sign up for a monthly subscription.

Approach

How the work took shape.

We started with market analysis and audience insights, so the content strategy was built on who Washed’s customers actually were rather than on assumptions. Store visits in Camberwell and Ivanhoe stayed the primary measure throughout, and every decision was weighed against it.

Campaigns ran in month long cycles, which gave us a clear window to test, read the results and adjust before the next round began.

On social media we took a multifaceted approach. A/B testing in new areas told us which suburbs and messages responded, and by understanding the target audience we could optimise the creative to drive engagement and growth.

We went beyond store visits, building brand recognition and encouraging customers into the monthly subscription, while experimenting continuously with ad copy and landing pages to find what converted best.

Washed website location services for car-wash facilities.

The shift

Treating each month as a test rather than a campaign is what kept the results improving.

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The work

The work, up close.

The month long campaigns produced some of the most effective results Washed had seen. Clicks and impressions both climbed sharply as the new audiences and creative took hold, putting the brand in front of far more local drivers than before. More people were seeing Washed, and more of them were acting on it.

80%.

Increase in the overall number of clicks.

60%.

Growth in total impressions.

The conversion story is the one that matters most. Conversions rose 82% across the campaigns while the cost of each click came down, so the budget was doing more work and doing it more efficiently. That is the direct result of testing ad copy and landing pages side by side rather than settling on a first version.

The social ads carried the brand and the environmental story, showing the cars and the technology behind the wash. The Google ads caught drivers who were already searching for a car wash nearby and pointed them to the Camberwell and Ivanhoe locations. Each channel did a different job, and the monthly subscription gave both of them a clear next step to offer.