This was one of Holman Automotive’s first paid social media campaigns which led to a conservative budget of $200 per dealership. To optimize this small budget, Mochee conceptualized and designed four-story packages in accordance with BMW USA brand standards – two static image packages and two video packages. The campaign ran for three months where we A/B tested two packages each in the first two months, followed by running the highest-performing packages in the final month. The packages resulted in a 13.3% click-through rate, 10% above the average click-through rate for social ads.
The Instagram story packages were run organically and through paid ads to more directly target each dealership’s market. Engagement tools such as polls and sliders were included on all organic packages resulting in 622% more engagements than average. We also aligned static grid posts on the iX and i4 to reinforce the messaging of this campaign and provide another avenue for each dealership audience to retrieve more information on the new models. Posts included a CTA to learn more at the link in bio which led 4% of organic post traffic to click the link in bio.