Since its launch in mid-March, the RMI branding campaign has delivered strong results across out-of-home, radio, PR, social media and digital platforms, building awareness while generating measurable engagement.
The five-month campaign has delivered 18.8 million impressions through BusinessTech alone, with display advertising delivering an average click-through rate of 0.38% – more than double the industry benchmark of 0.15%.
The campaign generated more than 1.35 million banner impressions and 5,196 clicks, demonstrating that the campaign is not simply creating visibility, but encouraging consumers to engage with the RMI and its accredited-member message.
The campaign has also performed strongly in reaching the younger consumer audience it set out to attract. The 25–44 audience has grown by 225%, while average website engagement has increased by 50%.
Content that connects
The campaign’s Business Talk interviews have been particularly successful, generating more than 135,000 video views across three episodes covering road safety, the automotive skills gap and preparing technicians for hybrid and electric vehicles.
The strongest-performing episode, on closing the automotive skills gap, generated almost 55,000 views, while the EV and hybrid readiness discussion attracted more than 49,000 views.
These topics reflect the changing automotive landscape while positioning the RMI as a credible voice on issues that matter to today’s motorists, technicians and young people entering the industry.
Building an audience RMI can own
Perhaps one of the most important outcomes has been the growth of RMI’s own social media community.
The campaign has moved beyond simply paying to reach audiences. Across its social platforms, RMI has now built a combined community of more than 21,000 people, with the community growing by almost 50% between March and July.
In July alone, RMI’s social channels reached nearly half a million people and generated more than one million impressions.
This means the value of the campaign extends beyond individual paid campaigns. RMI is building an audience it can continue to engage with organically through its own channels, creating an increasingly valuable platform for member education, consumer awareness and industry communication.
From awareness to lasting brand value
The results show that the campaign is doing more than increasing visibility. It is strengthening recognition of the RMI as a trusted, professional voice in the automotive aftermarket, while bringing the organisation into conversations around road safety, skills, new vehicle technologies and the future of the industry.
The next opportunity is to build on this momentum: continue growing the RMI’s owned audience, deepen engagement with younger consumers and use the insights from the first five months to focus investment on the content and platforms delivering the strongest results.
The campaign is no longer simply about reaching an audience. It is about building one.
