Southeast Toyota partnered with Unified Social, a Facebook Marketing Partner, to use its real-time marketing platform to scale and automate its ad spend across 166 dealership pages, resulting in a 200-hour decrease in marketing man-hours per week spent running the campaign.
individual dealerships gained efficiencies with automated posting and paid amplification
campaigns launched in a single month, due to automated posting
fewer hours per week spent publishing, amplifying, optimizing and reporting
Driving advertising automation
Southeast Toyota, a major automotive manufacturer with global clientele, and its agency, 22squared, needed to unify its marketing initiatives across 150 markets and 166 dealerships. It partnered with Facebook Preferred Marketing Developer Unified Social to scale ad spend and automate Facebook advertising at the national, regional and local levels.
Consistent brand messaging
Southeast Toyota needed an efficient way to deliver consistent brand messaging, both organically and through paid campaigns, in 32 designated marketing areas (DMAs) using 166 individual dealership Pages. The car manufacturer wanted to clearly understand which of its Facebook Ads performed the best, and provide detailed reports to its dealerships so they could each incorporate the data into their own campaigns.
“In today’s ever-changing and increasingly complex social landscape, we rely not only on the right partners, but also on best-in-class technology. The Unified Social Operating Platform allows us to drive paid, owned and earned media success for Southeast Toyota across its 166 local dealer Facebook Pages. With seamless integration, we can optimize content and targeting in real time to drive on- and offline ROI.”Chris Tuff, SVP of Emerging Media and Partnerships, 22squared
Promoting top performers
The Unified Social Operating Platform is a real-time marketing platform that provides powerful custom automation and reporting technology to advertisers. It features an automatic ad deployment mechanism that, for Southeast Toyota, detects high-performing page content on the pages of local franchises, dealerships or agents. When it registers popular content, the tool automatically turns the content into Facebook Ads according to pre-determined budget and ad creative templates.
Deliver consistent brand messaging
Southeast Toyota developed a Facebook Ad campaign using the Unified Social Operating Platform, which generated engagement and grew the audience of local dealers. The car manufacturer began by running Facebook Page like ads for all dealership pages, and then followed them with posts that encouraged people to interact.
Scale ad spend
When the Unified Social Operating Platform detected high-performing, organic content, the tool automatically created and deployed ads based on it. The paid amplification of those key regional posts helped to increase clicks and maximize brand awareness.
Access customized reporting and analysis
The Unified Social Business Intelligence Engine created and delivered a weekly campaign summary for each individual dealer, as well as a consolidated report for the corporate client.
Thanks to custom reports available through the Unified Social Operating Platform, each dealer now has access to data on how buyers interact with its Facebook content, which helps them get to know customers better, and identify key prospects for a sales follow-up.