Alice Dobrinsky, Content Strategist | Content Designer

The Results

• + 41% higher completion of key task
• + 14% increase in lead form submissions
• + 5% lead-to-sale conversion rate

The Problem

BMW wasn’t a trusted online authority for their own cars.

The Background

In the age of the informed consumer, the car maker was falling short on tangible reasons to justify the high ticket price. Potential customers wanted to know why BMWs were special. Gear heads in online forums were explaining, but BMW was not behind the wheel of their own narrative.

The Solution

Tell better stories about what makes BMW different on BMWUSA.com

Extra Challenge

The stories couldn’t just be about the cars. They needed to represent the company and its values as well.

The Approach

Leverage user and subject matter expert insights to develop an end-to-end content strategy for a customer-centric digital experience called Build Your Own (the car configurator and recommendation engine).

Leading Content Strategy

I was hired to develop an end-to-end content strategy for a customer-centric digital experience called Build Your Own (the car configurator and recommendation engine on BMWUSA.com). The work included:

• Defining storylines and content pillars to meaningfully organize and frame “BMW Difference” stories
• Interviewing BMW dealers and subject matter experts to capture stories, facts, and supporting examples
• Conducting a site-wide audit to identify where “BMW Difference Moments” would make an impact
• Developed concepts for content types and guidelines for optimal placement
• Packaged stories and recommendations for handoff and led the creative team kickoff