Horizon Global is a designer, manufacturer and distributor of high-quality towing and cargo accessories, along with other related accessory products to the automotive aftermarket, retail, and original equipment channels worldwide.
We have strategically supported Horizon Global by holding various workshops focused on identifying customer personas in order to shape our marketing strategy. Successful projects are the result of a clear strategy and the mutual support from your digital partner.
We provide full digital marketing services to the multi-brand group, enabling us to have complete transparency with their requirements. Direct Marketing and Web Development took our initial focus, with other services complementing the overall strategy.
Following a number of acquisitions, Horizon Global identified that the future growth of the business required them to diversify their offering and introduce a direct-to-consumer (D2C) model. Horizon Global includes brands such as Witter Towbars, Westfalia, ROLA and Trojan.
We have worked closely with the Horizon Global team to empower their digital transformation programme. Our work centered around creating a digital ecosystem for Horizon Global to be able to sell their products directly to consumers throughout the UK and Europe.
The core challenge was to create a user-friendly journey which allows customers to make an informed decision when purchasing a towbar. This ensures it is suitable for their vehicle and enables them to book their towbar fitting either on the driveway or at their nearest fitting centre.
Towbars can be seriously complicated. 7-pin, 13-pin, dedicated and universal kits. For the average customer, buying a towbar can be quite overwhelming. To overcome these pain-points, we set about using search data to identify and address the common concerns that stopped a customer progressing in their journey. This involved the creation of long-form educational guides that resolved common queries as well as targetting long-tail keywords. Finally, to help push these guides onto the first page of Google, we launched several digital PR campaigns to gain high-quality backlinks and increase brand awareness.
Our in-house content and outreach team contacted the most influential camping and caravanning bloggers, asking them to submit their favourite camping recipes. From the responses we received, we created ‘The Ultimate Camping Cook Book’. The publication was made available as a downloadable e-book from the Witter Towbars website and distributed to the industry by the bloggers and through outreach. This campaign merged the physical and digital world as the publication was also printed for trade shows and exhibitions.
The UK has plenty of great places to explore. But where exactly should you stay when you’re taking a short staycation break? A hotel or an Airbnb property? Airbnb vs Hotels: A Price Comparison campaign was a data-led study looking at the average cost of a hotel room and Airbnb across every UK county.
With the introduction of three new websites came the need for new content. Shifting from B2B to B2C, we have created lifestyle-driven content and mapped keywords against specific products and categories. We have focused on product benefits, rather than features, and created a series of guides to address FAQs. Moving forward, we will continue to optimise further for organic search, implement PPC campaigns and begin digital PR.