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The client is a luxury car dealership. With the bottle neck in supply chains worldwide, the dealership industry has not only boomed it is also become ever more competitive.
Expand brand reach, increase brand awareness nationally, making it a house hold name and by improve sales and trade-ins for a client in the automotive industry.
Overall strategy of the campaign is to increase awareness of the luxury brand in an very competitive industry. As with most online campaigns the use of paid actions helps support the organic actions like non-paid social media posts. Initially the campaign was focused on driven clicks to the website, but overtime, the clients also wanted to make their brand know, especially in the areas where they have a presence.
The main platforms used by this client includes:
The main objective for community strategy is to manage and respond to clients’ queries coming from the various platforms as soon as possible. Both positive and negative comments are dealt with in a manner as prescribed by the client.
The content strategy is making use of value driven content, the content types that would demonstrate why the customer must use this luxury car dealership instead of its competitors, either by driving home the value, service, range of products, quality guarantee or easy of transaction.
Engagement driven content that makes use of polls, and asking people to vote for their favourite vehicle model or vehicle colour reinforces the engagement factor on the relevant platforms, which also has the effect of increasing engagement, follower growth but most importantly uplifting the paid media actions.
Although digital marketing is highly focused on visual representation, it’s even more so with the luxury vehicle dealership industry, as people make their purchase decision on the emotions, they get from looking at a high-end luxury vehicle.
For the most effective use of campaign resources frequent posting is key, especially when it comes to video and especially newer formats like Instagram Reels and Facebook Reels.
This is also where we see the most organic growth in reach, which means the reach (the amount of people seeing the content) that was not paid actions on highly competitive platforms where business need to fight for the customers attention.
The two main paid campaigns;
The paid actions are separated between 2 styles of audience identification:
The Interest based audience targeting for this company is highly defined, and includes only people that have an
Other interests to obtain a highly motivated target market, includes
*Reach is classified as an individual reached with in a 28-day period.
*Actions are defined by the objectives of the campaign.
Initially this campaign was only about driving submission to the website (traffic campaign), however overtime, we recognised that the traffic campaign performs better if it was running parallel to an engagement campaign where people were being entertained visually making use of show room images. We also found that the lookalike audience group was our greatest driver for the success behind the action driven aspect of the campaign, while the interest-based targeting helps improve the overall reach and impressions on the engagement orientated part of the campaigns which is about driving brand awareness and building trust with the business.
Videos and Facebook & Instagram Reels have been a major source of the overall effectiveness for this client. People still like to engage with visually appealing content but, the days where people followed every type of business that popped on their screen is long gone, and growth in follower reach is far harder to obtain than 7 years ago.
The digital side on paid advertising, has been so impact full that the client made the decision to invest more on digital advertising compared to traditional advertising like billboards.
