Maverick Digital - Game Changer

  • GO Rentals

    GO Rentals

Shifting gears and driving GO Rentals’ social media success

New Zealand: As one of Aotearoa’s largest independent car rental companies, GO Rentals came to us needing a social media strategy as powerful and dynamic as their fleet. Maverick Digital took the wheel in early 2023 to develop and implement a savvy approach to help position GO Rentals as a leading car rental brand in New Zealand – one like, share and save at a time.

Three brands, three unique strategies

GO Rentals’ social media presence spans three distinct profiles:

  • GO Rentals: The flagship brand focusing on Kiwi car rental with outstanding customer service
  • GO Explore: A travel inspiration hub showcasing the country’s beautiful landscapes
  • Enterprise New Zealand: GO Rentals has the license to operate the Enterprise Mobility brands (Enterprise, Alamo and National) here in the NZ market, with a core focus on the Enterprise brand

Each of the three accounts has a unique objective and measure of success, so us Mavericks first took a look under the hood at previous results and performance. The GO team had undertaken extensive brand positioning research and had created a solid set of messaging and tone of voice guidelines, which we were able to incorporate into our social strategy.

Together with the client, we collaborated and brainstormed to develop content pillars and fresh ideas to unleash each channel’s potential and maximise our impact. By aligning with GO’s wider goals and other marketing activity, strong foundations were set right from the beginning.

Client

GO Rentals


Project

Content & social media
SEO for Tourism


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GO Rentals Social Case Study

Painting social media feeds pink

We built our approach around GO Rentals’ three core brand pillars: 

  • GO Love the Journey 
  • GO Love the Experience 
  • GO Love Aotearoa 

These pillars guided the creation of engaging and informative posts that resonate with both local and international fans. Our diverse content mix includes highlighting Kiwi destinations, giving insider recommendations from local branch teams, sharing exciting news around new branches and fleet additions, showcasing staff profiles and milestones, and amplifying special deals and competitions. 

For GO Rentals 

We’ve crafted content that captures the essence of Kiwi road trips, combining practical travel tips with stunning visuals of New Zealand’s scenic journeys. The strategy seamlessly integrates promotional and planning content with authentic storytelling, driving brand awareness, engagement, website visitors and ultimately conversion. 

A standout success has been our “Staff Spotlight” video series, which profiles an epic GO Rentals team member each month. By celebrating branch birthdays, employee promotions, and team achievements, we’ve turned ordinary ‘HR news’ into shareable stories that add a human touch to the brand and showcase GO’s company culture. 

Building on their existing “Snap Happy” initiative has also been successful in providing a platform for user-generated content, with customers eagerly sharing their New Zealand adventures to be selected as the winner each month. 

For GO Explore 

With over 400,000 followers on Facebook, GO Explore is one of the largest social media communities for New Zealand travel inspiration. We jumpstarted the channels that had laid dormant over the Covid years, re-igniting the curated travel content that resonates so strongly with an international audience. This channel has seen us spotlight hidden gems and must-see destinations across the country, while positioning the rental car category as the best method of transport for exploring Aotearoa. 

For Enterprise New Zealand 

Our approach to Enterprise’s social presence strikes a balance that recognises the large reputation of a global brand but with a local touch, placing a core focus on the B2B market. From sharing new branch innovations and updates, to 5-star customer reviews, to useful ‘hacks’ and tricks for seamless business travel, the success of this strategy has been so notable that other Enterprise franchisee partners now use our content styles and themes in their own countries! 

GO Rentals Social Case Study

Results that speak for themselves 

Our comprehensive strategy that’s championed the spirit of a classic roadie while weaving in key brand and customer messaging has helped boost GO Rentals’ profile, enhanced brand awareness, and driven solid results across all three brands, including: 

  • Reaching over 310k users with almost 20k content engagements in 2024 across GO Rentals on Facebook and Instagram 
  • Engagement rates on GO Rentals Instagram averaging 10% (measured vs. impressions) 
  • GO is consistently the #1 LinkedIn page by engagement in the NZ car rental industry 
  • Growing Enterprise’s Instagram audience by 46% and LinkedIn audience by 522% over 1.5 years 
  • Our content being recognised and shared by senior Enterprise Mobility global execs as exemplars for other international franchises  

 

GO-ing the extra mile 

Like us, GO are also fuelled by a pioneering innovative spirit, a sense of pride in their values, and a commitment to ongoing testing and learning. It’s in this vein that Maverick Digital continues to steer GO Rentals’ social media to success. Our collaborative partnership ensures that every post, every story, and every interaction contributes to GO Rentals’ journey towards becoming New Zealand’s most loved car rental brand. The road ahead is bright, and we’re in it for the long haul. 

 

Interested in strengthening your own organic social media presence, building brand awareness, and fostering an online community, unique to your experience? Get in touch with us to explore our social media retainer options. 

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