>>CHALLENGE
automotiveMastermind wanted to take swift action to support the automotive retail industry amidst the COVID-19 pandemic that started in mid-March 2020 when many dealer showrooms across the United States were forced to close. The goal was to provide resources for dealerships to prepare for (and survive) the shut down and decreased foot traffic. Mastermind turned to Franco to quickly pivot our planned content strategy and advise on/create new content to align with this updated strategy, mainly long-form content development (blog posts and webinar decks), along with social copy and video scripts. Mastermind also charged Franco with maximizing exposure for other content the company was creating (videos, whitepapers, etc.) through the company’s social media channels. Securing media coverage for Mastermind’s dealership support efforts was also a focus to drive additional traffic to the content hub.
>>APPROACH
Strategy: Franco evaluated our current media relations and social media strategy and adjusted the program to shift focus for COVID-19, ensuring we were strictly sharing content that supported dealerships during this unprecedented time. Franco designed a strategic plan that leveraged media/influencer relations, social media content and content marketing to position Mastermind as the go-to resource for dealership support.
Tactics: Franco developed blog posts, webinar decks and social media content. The team also conducted numerous rounds of strategic media and influencer pitching to share the vital resources Mastermind and Franco were producing, along with offering Mastermind’s two key executives for thought leadership interviews. Franco collaborated closely with Mastermind’s digital advertising team to align on messaging – providing counsel and copy for paid content. Additionally, the Franco team had numerous conversations with Mastermind’s core marketing team to advise them on the best approach to maximize exposure and awareness of their COVID-19 resource center – including messaging development that positioned Mastermind as a caring, helpful and authoritative resource for dealers and developing employee advocacy content.
Franco quickly shifted media relations and digital efforts to focus on COVID-19 resources, including message mapping and development, content writing and design, social ad copywriting, targeted pitches to relevant media, employee advocacy campaigns and influencer relations.
>>RESULTS
Social Media Results
In March-April, we achieved:
- 36% YOY increase in organic engagement
- 113.4% YOY increase in organic reach
- 118% YOY increase in new page likes
- 22.6K link clicks
- 256.9% YOY increase in impressions
- 4.8% average engagement rate – significantly higher than the industry average
- 295.35% YOY increase in website referral traffic
- 514.17% YOY increase in pageviews generated from LinkedIn
Website Results: By leveraging a strong content marketing strategy that focused on driving audiences back to Mastermind’s resource center, the following results were achieved from March – April:
- 48.06% YOY increase in pageviews
- 76.32% YOY increase in new users
- 86.26% YOY increase in referral traffic, largely from media and influencer coverage
- 64.58% YOY increase in email acquisitions
- 9.45% YOY increase in organic search traffic
Media Relations Results: Secured more than 20 placements in media outlets including WardsAuto, Auto Success, Auto Dealer Today, F&I Magazine, Automotive News, Canadian Auto Dealer and Dealership News.
Influencer Relations: Secured opportunities with industry influencers and podcasters including: Dealer Playbook, Wisco Weekly, AutoConversion and Automotive News’ Daily Drive podcast.
