Overview

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Cape & Islands Mitsubishi, a car dealership in Massachusetts, has seen remarkable success with its digital advertising efforts over the last 90 days. By focusing on Facebook and Instagram, the dealership has generated significant leads and sales, contributing to over half of their total revenue in this period. 

 Key Metrics

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• Ad Impressions: 1.1 million views on Facebook and Instagram ads
  
  
• Leads Generated: 550 leads from social media
  
  
• Cars Sold: 33 vehicles sold through social media efforts
  
  
• Contribution to Total Sales: 51% of all sales in the last 90 days came directly from Facebook

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The Challenge

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Like many automotive dealerships, Cape & Islands Mitsubishi faced the challenge of standing out in a competitive market. With limited in-person foot traffic and increasing pressure to drive sales, the dealership needed to find an efficient, scalable way to reach potential buyers. Traditional advertising methods, such as TV, print, or radio, were not yielding the same results as in previous years, leading the dealership to explore more targeted, data-driven advertising solutions.

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Strategy & Implementation

Cape & Islands Mitsubishi is a full OMNI dealer that opted to invest heavily in social media advertising and content creation. While utilizing all 5 platforms to increase their presence in social media, they choose to focus on Facebook and Instagram as their main platforms due to Meta’s extensive user base and advanced targeting options.

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The campaign strategy focused on:

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1. Precise Targeting: Leveraging Facebook and Instagram’s targeting capabilities, the dealership created audience segments based on demographics, interests, and behaviors associated with car buying. 

2. Engaging Creative Content: Featuring Ads with high quality images and videos of the latest Mitsubishi models, alongside special financing deals and offers exclusive to social media users. Ad creative focused on DealerSmart's core 3 video principles that have proven success with all our dealerships.

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3. Lead Generation Ads: Simplifying the process for users to express interest in the dealership with different ad types such as why buy, instant experience, get approved, and AIA ads.

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4. Continuous Optimization: Continuously monitoring performance data, analyzing ad metrics and adjusting the targeting and ad creatives to focus on the best performing segments resulted in a lower cost per lead and higher conversion rates.

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Results

The results of the campaign were nothing short of impressive:

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• 1.1 million impressions on Facebook and Instagram increased brand visibility and awareness in the local market.
  
  
•  550 leads generated, showing a conversion rate of 50 leads per 100,000 views.
  
  
•  33 car sales were directly attributed to the social media ads, representing 51% of total sales during the 90-day period. 

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Conclusion

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Cape & Islands Mitsubishi’s advertising campaign demonstrates the potential for auto dealerships to significantly boost sales by focusing on targeted, data-driven marketing. With more than half of their sales in the last 90 days, coming from Facebook and Instagram, the results clearly highlight the value of digital advertising in the modern car buying landscape. 

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Moving forward, Cape & Islands Mitsubishi continues to expand its digital marketing strategy, utilizing insights gained from this successful campaign, to further increase sales and market share with DealerSmart. 

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