Launching a private digital membership experience for a prestige global automotive brand
Vertical
Capabilities
A private digital experience for one of the world’s most exclusive automotive audiences
Rika worked with a prestige global automotive brand to support the launch of a highly exclusive private membership platform for vehicle owners.
The platform was designed to extend the ownership experience beyond the vehicle itself, creating a curated digital destination for rare products, extraordinary experiences, private community features and direct access to the brand.
Rika’s role spanned communications strategy, customer experience consultancy, campaign planning, landing page design, CRM automation and launch support.
The Business challenge
The client operates in one of the most demanding sectors of the global automotive market, where every customer interaction must reflect exceptional quality, discretion and attention to detail.
The launch required more than campaign delivery. It needed a carefully considered customer journey, strong data governance, seamless coordination across internal teams and a communications approach that felt appropriate for a highly discerning owner audience.
The challenge was to support a global launch while protecting the exclusivity of the proposition, maintaining brand standards and ensuring that sales and marketing technology worked effectively behind the scenes.
Objectives
The key objectives were to:
- Strengthen year-round customer relationships beyond the point of vehicle ownership. Create a premium digital touchpoint that added meaningful lifestyle value.
- Support a private global owner community built around exclusivity, advocacy and loyalty.
- Ensure the launch journey was clear, elegant and consistent across digital channels.
- Build the Salesforce automation needed to support personalised communications and campaign visibility.
- Provide launch assets, landing pages and CRM workflows that could be used confidently by internal teams.
Our approach
Technical & UX Consultancy
Rika reviewed the mobile app and web experience, identifying opportunities to improve the customer journey and reduce friction across key launch touchpoints. We advised on UX optimisation, privacy considerations and the structure of the digital journey, ensuring the experience aligned with the expectations of a highly exclusive owner audience.
Audience Insight and Segmentation
We supported audience profiling, behaviour research and customer data segmentation to inform the communications strategy.
This included reach and conversion modelling, helping the client understand how best to engage priority audiences while maintaining the sense of exclusivity central to the proposition.
Media Channel strategy and campaign automation
Rika developed strategic channel recommendations and a global communications content plan to support the launch. We also implemented Salesforce automations, helping the client deliver more relevant communications, improve campaign management and create stronger visibility across the customer journey.
Campaign Creative Assets & Digital Products
Rika ideated, designed and built multiple digital campaign assets, including email templates and landing pages. These assets were created to feel refined, intuitive and conversion-focused, while respecting the brand’s premium positioning and the sensitive nature of the audience.
QA and Rollout support
Rika supported critical QA and rollout management across campaign and platform touchpoints. This helped the client reduce launch risk, maintain quality control and coordinate activity across teams and markets.
Deliverables
- Cross-platform mobile application audit & architecture.
- Salesforce CRM automations and analytics.
- UX wireframes, UI component libraries.
- Web application design.
- Creative direction and design of image/video assets;
- Email design and build.
- User Stories and Test Plans.
The Outcome
The private membership platform gave the client a valuable digital channel for deepening relationships with its owner community. It created a more consistent way to communicate beyond traditional ownership moments, supporting loyalty, advocacy and ongoing engagement.
The platform also became an important testbed for future personalised services, customer insight and high-value curated experiences.
For the client, the launch provided:
A premium digital brand touchpoint
A highly controlled owner experience that extended the brand relationship beyond the vehicle.
A high-value community builder,
A private digital environment that reinforced exclusivity, connection and peer-to-peer value.
A testbed and channel for adding personalized services,
Deeper client analytics, and bespoke high-end experiences
A lead indicator for future monetization pathways
A lead indicator for future monetization pathways (concierge commerce, auctions, commissions)
Rika helped a prestige global automotive brand launch a private owner-membership platform designed to deepen loyalty, elevate the customer experience and support highly personalised global communications through refined UX, landing pages, campaign assets and Salesforce automation.