LKQ RHIAG: marketing for automotive

Objective

The central goal of the collaboration was to move beyond the initial experimental phase to build a solid, consistent and structured digital identity. The challenge was to position LKQ RHIAG as a primary educational reference point in the industry, enhancing the educational offerings of the “LKQ Academy,” strengthening the sense of belonging of the network of affiliated workshops (A Posto, Dedicar, Workshop Number One) and activating measurable lead generation strategies.

Strategy

Giving structure to leadership through an omnichannel vision

Square Marketing’s approach was based on the creation of multi-channel, data-driven and scalable communication. The mapping of two parallel but synergistic “Customer Journeys” was designed: one dedicated to institutional communication of the parent brand and one oriented to “proximity voice” for the workshop networks. This involved the use of two Tone of Voice differentiated – institutional and accessible for the corporate, human and empathetic for the local networks – in order to optimize engagement for each specific target.

The solution? An integrated narrative ecosystem and targeted campaigns.

To transform the strategic vision into tangible results, Square Marketing devised a structured executive plan, supported by dedicated digital productions and event enhancement on the ground.

What we did:

Digital Plan and Editorial Plan: Definition of narrative pillars and clear formats (short-form videos, technical carousels, “behind-the-scenes” storytelling) designed to educate the market and give visibility to services, innovation, and partner networks.
Live Coverage at Autopromotec 2025: Complete management of digital presence during Autopromotec in Bologna, the industry’s main event. The agency ensured 4 days of physical presence for live coverage, inaugurating active brand communication on Instagram through dynamic and emotional content created in real time, such as teasers, behind-the-scenes, interviews and recaps.
Safety Month Campaign: Design and complete management of a 1-month educational campaign to promote the importance of safe travel and proper maintenance.
Multimedia Production: Realization of proprietary content through photo/video shooting trips, producing Reel format video interviews (involving LKQ RHIAG technicians, workshops and motorists) and multiple graphic carousels with high information value.
Digital Adv Management: Activation and monitoring of targeted Meta Ads campaigns, integrated with audit and reporting systems to optimize operational performance.

Impact (The Results)

Structured growth and increased authority in the marketplace

Square Marketing’s strategic and operational work has enabled LKQ RHIAG to significantly expand its visibility and build a stronger and more profiled community, laying an excellent foundation for the future and far exceeding initial estimates in terms of coverage.

List of key benefits:

Social launch and community growth: The presence at Autopromotec generated excellent responsiveness on emotional content, successfully launching the Instagram channel. Overall, the Meta user base grew by +34.6%, with the Facebook page experiencing an exceptional acceleration, closing at +147% over planned targets.
Excellent coverage and visibility: The educational campaign reached more than 1.5 million unique users and generated 3.1 million impressions, far exceeding the initial awareness target (estimated at 1.5-2 million).
Interactions and engagement: The content strategy generated an excellent volume of reactions, recording about 13,000 total interactions and maintaining a positive engagement rate, perfectly aligned with platform KPIs for Facebook (2.1 percent to 2.5 percent).

A measurable, value-driven approach has transformed LKQ RHIAG’s digital communication into an active positioning and reputation engine. The brand has thus consolidated its educational role in the IAM sector, combining global institutional authority with concrete proximity to customers and workshops in the area.