Citroën
Baltic social media management and always-on media strategy
Client
Citroën is an internationally renowned French car brand with a long history, whose marketing in the Baltics is largely based on global campaign materials. The Estonian, Latvian and Lithuanian car markets are small, competitive and price-sensitive, which means that effective marketing requires consideration of the local context and continuous optimisation.
Realist started working with Citroën on an in-depth digital marketing audit to map the effectiveness of existing social media and advertising activities and identify areas for growth.
The challenge
- Social media content was largely an adaptation of global content.
- Meta and Google Ads campaigns worked on a campaign-by-campaign basis, rather than a strategic always-on logic.
- Local differentiation from competitors was limited.
Strategy
Based on the audit, we developed a new social media and media strategy that focused on:
Integration of local content creation
- Locally-produced photos and videos that resonate with Baltic audiences
- Lifestyle-based approach (not just technical features)
The role of channels
- Meta: emotional and visual visibility
- Google: high intent search traffic and model-based interest
- Organic content: building community and brand image
What we did
- Regular social media management in all three markets
- Production and optimisation of local content
- Set-up and monthly optimisation of always-on advertising campaigns
- A/B testing of messages, visuals and target audiences
Results and impact
- More efficient use of the media budget thanks to a clear funnel structure.
- Improved engagement with local content compared to global content.
- A clearer division of roles between Meta and Google.
- Sustained and measurable visibility in all three Baltic markets.
A global brand needs local translation, both in language and culture.
