Vespa La Serena — Go-to-Market

I led the launch and growth plan tailored to the regional dynamics: research on international campaigns, definition of payment methods, customer experience, and automations to convert leads into store visits.

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Core brand ideas

• "Moves with you"
• "A-VESPA-TE" — (from avís pate): a call to action to move, save time, and do it with style and safety.

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Key digital assets

• High-conversion landing:

  vespa.carmotors.cl — integrated with GA4 + Google Ads conversions.

• WhatsApp: deep links and AI chatbot (GPT) for 24/7 capture, lead qualification, FAQs, and test-drive scheduling.

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Paid Mix

1. Search: campaigns targeted at women and high-intent local queries.
2. YouTube: regional in-stream and bumpers with early, impactful CTAs.
3. Google Business Profile: location assets to increase map actions and calls.

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Social

• Content sprints: Instagram & TikTok with high pace.
• UGC: challenges under the hashtag #AVESPATE.
• Micro-influencers and community management driving DMs to WhatsApp for conversion.

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Showroom experience

• Vespa Experience weekends: test-drives, safety workshops, and customization demos.
• Partnerships: pop-ups and cross-promos with malls, salons, wellness studios, and universities.

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Metrics & measurement

Practical and actionable KPIs — what we measure to scale:

• CPL (cost per lead)
• Test-drive bookings
• Store visits
• Qualified leads via WhatsApp
• A/B tests on creatives: headlines / CTAs / audiences

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Result

We delivered a scalable, data-driven plan that localizes Vespa’s global lifestyle and accelerates demand in the Coquimbo region.