Explore the intricacies of car dealership marketing as we dissect our case study on Nissan Now. With our expert knowledge and experience, Rooks Agency unveils the process behind crafting impactful social media campaigns for automotive businesses.
Objective
Create a social media campaign that would create both upper and lower funnel buying activity for a “Nissan Now” campaign.
Challenges
Because Facebook boasts a large active user base and Nissan offers a diverse product range, we could define our target audience as almost anyone over the age of 18. However, launching a campaign to such a broad demographic would not be cost-effective. The agency needed to find and target the best and most likely Nissan prospects as well as match the right product to the right person.
Solution
Believing our top prospects owned a Nissan in the past, Rooks Agency developed a Facebook custom audience using the current database. To expand upon that our team developed a Facebook “Look-a-Like” audience using existing customer data to find other potential customers who have the same interests and patterns.
After establishing the potential targets, we initiated the launch of a Facebook carousel ad displaying the full line of Nissan products with attractive Sign and Drive lease offers.
As each individual interacted with a particular offer, we directed them to product pages specific to the ad they engaged with.
Utilizing Google Tag Manager the prospect’s device was “tagged” based on the web pages they visited. Once tagged, they moved into our “lower funnel” marketing effort and we were able deliver vehicle specific ads based on the product or products of interest. These “lower funnel” ads were continuously running video ads designed to reinforce the prospects interest.
Result
As part of a fully integrated car dealership marketing campaign, these social media advertising efforts helped produce a large increase in vehicle sales.
Ready to drive your car dealership’s success? Contact Rooks Agency today and let our expertise fuel your social media marketing journey!
