Congruent helped an upstart auto dealer make a splash in the Orlando market.

Before Congruent:

$8,200

Avg. Google Ads Monthly Spend

$1,340

Avg. Monthly Clicks

$4.88

Avg. cost per click

20,800

avg. Monthly impressions

$8,200

Avg. Google Ads Monthly Spend

1,340

Avg. Monthly Clicks

$4.88

Avg. cost per click

20,800

avg. Monthly impressions

$6,200 (-24%)

Avg. Google Ads Monthly Spend

6,320 (+1340%)

Avg. Monthly Clicks

$0.98 (-80%)

Avg. cost per click

1,228,000 (+5803.8%)

avg. Monthly impressions
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02

01

Meet iRide

iRide's Problem

To launch a progressive new dealership concept, iRide worked with a conventional automotive marketing company. And they launched like a conventional automotive dealership.

Failure To Launch:

  • Only focused on bottom-of-funnel
  • Devoid of branding messaging with unique selling points
  • Sells things like a machine because that’s what it is (lacks human element)
  • Heavy on search and model-specific shopping
  • Inventory thrown onto social
  • No thought to messaging or user journey

02

enter congruent

Our Solution

Congruent assessed iRide’s competitors and compared their tangible value propositions with what iRide offered.

Insight:

The local market was ripe for disruption, but using traditional marketing methods would miss the opportunity.

Strategy:

Congruent took over all ad placement and spends, and we lowered the overall digital ad spend. We shifted to a targeted OTT strategy meant to appeal to a broader customer base. This  drove awareness before we served bottom-of-the-funnel customers with targeted, “buy here” messaging.

This strategy called for a close partnership between creative and marketing, which we’ll get to later.

iRide’s goal is to sell 100 cars per month

iRide's Goal

From August 1 to September 30, traffic was fairly consistent with around 1,000 users per week.

When we took over, from October 1 to October 31 we increased paid traffic 295% and paid social traffic increased 41%.

We found that the best mid-funnel shopper conversion happened by focusing on audiences cross shopping stores, rather than focusing on try to own a particular model.

We shifted budget away from model-specific search and in-market shoppers to focus on educating the market cross shopping competition.

Direct traffic increased 47% over the previous month of Congruent ad testing. Social ads also increased another 57%.

Where it went...

  • Before Congruent took over, traffic was fairly consistent with around 1,000 users per week.
  • The month we took over, we increased paid traffic 295% and paid social traffic 41% with a reduced spend.
  • The formerly wasted spend shifted away from model-specific search to creating awareness with cross shoppers leading to a 47% increase in direct traffic and 57% increase in social ad traffic.
top performing creative

Congruent x iRide

We started driving awareness with persona-focused animated spots, which ran on both OTT and pre-roll, paired with display ads. We followed this up with paid social content highlighting USPs and the “Why buy at iRide” message. All creative and deployment was aligned with the brand development work that came before.

36% view rate

23% view rate

23% view rate

Our Strategy

  • Congruent used a mix of video, display, and search ads to reach different customers, in multiple ways, no matter where they were in the buying process.

Video

  • Targeted in-market shoppers and competitors
    Brand-first approach that highlighted the iRide’s perks without trying to sell a specific car
  • Avg. 20.12% view rate
  • Avg. 166,212 impressions monthly

Display

  • Reiterated the selling points to visitors of the website and people shopping  the competition
  • Avg. of 340,000 impressions monthly

Search

  • Single-keyword-based to get the right ad in front of the right people
  • Drove traffic right to what the person was searching for
  • Avg. 236,757 monthly impressions
  • Avg. 2.77% CTR

03

Our Secret Sauce

Why A Brand-First Approach Wins

The marketing team determined the optimal channels and strategy to deploy creative. Creative used the ad teams’ insights to craft attention-grabbing content. 

But first, we had to create iRide’s brand.

Congruent spent a few weeks getting to know the iRide team to understand their perspective. This helped up stake out a position for their brand. The result was a comprehensive brand guide that directs their visual identity and messaging. It also contains actionable takes on the brand values, personality, and personas.

The New iRide Brand

Here are the core components of iRide’s new brand, the brand foundation and their brand guide. 

The brand foundation is the story that we try to tell, through all of their media and marketing, about why iRide is special and why consumers should care. The brand guide helps with every aspect of content creation and strategy.

what can we do for your brand?

Brand Foundation

Customers have no faith in auto dealers. We can’t blame them. Over the years, dealers have used deceptive advertising and strongarm sales tactics to take advantage of people. This experience makes people feel tired and beaten up during an event that should be fun. 

iRide has created an honest, customer-first approach that goes against everything people expect when they buy a vehicle. Our prices are transparent, and our Sales Agents are trained to offer an easy, no-stress, no-haggle experience.

When dealers put their customers first, customers can let their guard down, have some fun, and feel great about buying a vehicle.

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