Mitsubishi UAE Social Strategy
Context & Brief
Mitsubishi Motors in the UAE, managed by Al Habtoor Motors, had an outdated social strategy that was either not being followed or failing to deliver results. Content leaned heavily on offers and lacked a consistent brand voice, leaving Mitsubishi positioned as “reliable but uninspiring” in a crowded automotive market. Our goal was to revamp Mitsubishi’s social strategy with a framework that was simple to execute, engaging for audiences, and effective in driving brand consideration and showroom visits.
What we did
We rebuilt Mitsubishi’s social strategy from the ground up, pitching and winning the mandate for 2025.
Our approach was anchored in 3S’s
THE STRATEGY
THE STRATEGY
The approach here is to translate business goals into social goals
Establish understanding of the brand in the beginning to feed into the content strategy later.
We took a model-specific audience approach because we found that targeting no longer works at a brand level alone in the automotive market. Each vehicle serves a distinct need, lifestyle, and mindset.
This audience segmentation and persona data was developed using a combination of model pricing, first party customer data, media targeting data, and audience insights.
Categorising social platforms based on growth stage, audience relevance, and creative opportunity.
Content strategy approach ensures simplicity for more efficiency in planning and creating content.
As the Strategic Lead, here’s what I did…
1) Strategy Development
Designed the new 2025 social strategy, anchored in the 3S’s framework and rooted in Mitsubishi’s brand truths.
2) Audience & Market Insights
Aligned with media and search/SEO agencies to define three core audience clusters (Smart Starters, Everyday Navigators, Confident Explorers) and embed them into the strategy.
3) Channel Strategy
Developed a 3-tiered channel mix with clear roles for Instagram, TikTok, Facebook, and YouTube.
4) Content Architecture
Shaped the content pillars, planning approach, and monthly content mix to balance always-on storytelling with tactical moments.
5) Creative Direction
Briefed and collaborated with creatives to ensure platform-native executions that felt human, trend-led, and engaging.
6) Client Partnership
Led presentations and strategy workshops with Al Habtoor Motors to align on goals, positioning, and KPIs.
Ask me about this project
ejamesfox@gmail.com
Phone
+971 585 808 661