To launch a progressive new dealership concept, iRide worked with a conventional automotive marketing company. And they launched like a conventional automotive dealership.
Congruent assessed iRide’s competitors and compared their tangible value propositions with what iRide offered.
The local market was ripe for disruption, but using traditional marketing methods would miss the opportunity.
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.
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%.
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.
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.
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.
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.