The Background
Stickyeyes has been the key strategic partner for Hertz in Europe, the Middle East and North America for over seven years.
Throughout that relationship we have supported Hertz, as well as its Dollar and Thrifty brands, to deliver year-on-year growth through a performance-focused digital strategy that has enhanced search visibility and engaged the brand’s core target audiences.
A European search strategy that went global
We initially partnered with Hertz to deliver digital and search strategy across each of its key European markets.
This involved deploying search, content and digital PR activity in six languages, growing organic search visibility across multiple search markets and ensuring that all of Hertz’s target audience can not only find the brand, but that they also get the best possible digital experience.
As a result of our successes, we have gone on to support the brand worldwide, devising digital strategy across the Middle East and North America.
Content that converts
We identified a significant opportunity for Hertz to get ahead of the competition and increase its traffic from organic search with focused, relevant and high-quality location-based content.
We created more than 12,000 individual location-focused landing pages for Hertz, focusing on each and every town and city that their brand offices serve. These pages contained useful and insightful information about each location, delivered a much more positive user experience and, above all else, had a much greater focus on conversion.
Adding value to the customer journey
As much as driving in a new city or country can be an incredible adventure, we also knew that for many Hertz customers, it can be a daunting experience.
We worked with Hertz’s local experts to provide detailed guides to driving around some of the world’s busiest, most congested and most daunting cities.
From explaining how to pay the London Congestion Charge through to navigating your way around Orlando’s theme parks and freeways, our Hertz in 60 Second videos ensured that Hertz’s customers had the information that they needed before they hit the road.
Inspiring key target audiences
How do you make a brand stand out from the crowd in the competitive car hire search market at the same time as inspiring customers who are taking a trip of a lifetime?
We knew that there was a gap in the market for a genuinely inspiring guide to the great road trips of America and, with fly-drive holidays being a key market for Hertz, that’s what we delivered.
Taking inspiration from great American cities, social media content and insight from Hertz’s own teams on the ground, this guide offered Hertz’s target audience with a genuinely useful and inspiring resource.
Not only did it provide huge opportunities to drive traffic and referrals, it also encouraged vehicle upgrades and boosted Hertz’s average booking value.
Driving value through sponsorship activation
We worked with Hertz to get maximum online value from its sponsorship of the Wimbledon Championships.
In order to make the most of this partnership, our #WinningService campaign was devised to engage tennis fans, boost the client’s social media visibility and deliver a constant stream of engaging and creative digital content.
And the campaign was a smash, with Hertz’s social media following increasing 20% during the tournament.
A relationship that works
“Stickyeyes work in the same way as Hertz, with a central, globalised team and local market deployment.
“That makes it a lot easier for us to work together, to have continuity and an ease of understanding throughout the entire organisation – both for the agency and for us as a client.”
Temerity Vinson, International Marketing Director, Hertz
