Werribee Mazda
Industry
Services
Paid Social Media
Organic Social Media
Photography + Videography
Radio
Automotive
Web: werribeemazda.com.au
Problem
Mazda is an incredibly well known car brand, but marketing for individual dealerships can be a challenge, trying to balance the overall brand values with each dealerships’ local focus. Werribee Mazda is situated in a highly competitive stretch of car dealers, making it necessary for them to have effective marketing that cuts through. Werribee Mazda required a thorough strategy that included work on multiple channels, both traditional and digital, allowing them to appeal to a broad range of audience demographics.
Solution
In collaboration with Werribee Mazda, we developed a multi-channel marketing strategy that would put them in front of relevant local customers, generate leads, and build their reputation in the community. We combined traditional radio advertising with digital content creation and social media, appealing to consumers from all age brackets and at different stages of the purchasing process.
Paid Social Media
To capitalise on buying interest, we suggested a paid social media advertising strategy that would allow Werribee Mazda to generate leads on social media and target local consumers. Mazda overall has no trouble being a household name, but creating a purchase impulse as a local dealership can be more difficult. The brand required a digital push that would see them put in front of relevant consumers.
Process
Our knowledge of paid social media, in partnership with our content creation, has delivered a series of monthly ad updates rolled out on Facebook and Instagram. Paid social ads benefit from close targeting, allowing the Werribee Mazda brand to appear for the most relevant, local consumers and to target them at the best times, such as during car exploration. Our custom ads include promotion and price information, combining video and video formats to avoid ad fatigue in consumers and keep the content fresh.
Results
FINANCIAL YEAR 21-22:
504
total leads
(avg. 42 per month)
1.09M
combined
impressions
Organic Social Media
We wanted to establish Werribee Mazda’s own unique presence on social media, and not just create a direct copy of the overall Mazda brand. While Mazda’s brand values naturally influence the identity of the Werribee dealership, each local dealer is unique and needs to connect with a more tailored, local audience in ways that are suitable. Our strategy included an inherent focus on balancing the overall brand values with presenting the local community and customers.
Process
Our organic content highlighted the staff and customers of the dealership, reflecting Mazda’s brand while also bringing in a highly local focus, emphasising the human service and convenience offered by the dealership. Posts included customer pick-ups, reflecting Werribee Mazda’s ability to provide quality cars that enrich families. Local hashtags were added to make the brand more visible in community searches, and to give local people a sense of ownership that would translate into connection with the dealership.
Results
Photography + Videography
Our organic content highlighted the staff and customers of the dealership, reflecting Mazda’s brand while also bringing in a highly local focus, emphasising the human service and convenience offered by the dealership. Posts included customer pick-ups, reflecting Werribee Mazda’s ability to provide quality cars that enrich families. Local hashtags were added to make the brand more visible in community searches, and to give local people a sense of ownership that would translate into connection with the dealership.
Process
We have engaged in multiple photo and video shoots with Werribee Mazda, curating content that showcases their vehicles, staff and dealership. Our video shoots have also taken place on the road, taking Mazda stock for a drive to highlight their capabilities and promote their positive lifestyle aspects to entice customers. Our content has also formed the basis of paid display, video and social ads, with footage of Mazda’s products combined with our digital design work to deliver visuals that capture attention and influence viewers to pursue a purchase.
Results
Paid Search
We developed a cost-effective paid search strategy that would ensure Werribee Mazda’s place at the top of results during relevant searches — particularly those for local cars, targeting those in the Werribee, Hoppers Crossing and surrounding areas. With a variety of car dealerships around, it was vital that Werribee Mazda would appear for general car searches and capture their share of impressions, putting their name in the conversation for audiences to consider.
Process
Our paid search advertising has not only ensured brand awareness amongst relevant consumers, but also delivered a regular and growing supply of leads to the business. This has all come at an incredibly efficient price, ensuring a positive return on investment, particularly when considering that many of these low-priced leads (average $8.24 cost per lead) turn into car servicing bookings, new and used sales, and significantly more revenue. In the current climate, with pandemics affecting the car industry, a steady and strong supply of leads has allowed Werribee Mazda to continue operating profitably and delivering quality cars to their local community.
Results
FINANCIAL YEAR 21-22:
166.5K
impressions
2.89K
total actions
(avg. 241 per month)
