Vici is a full-service digital advertising technology company. We specialize in white labeled solutions for media groups and advertising agencies including sales training, media planning, online ad buying, reporting, and optimization of campaigns. We do this by utilizing a multi-platform approach to digital advertising with best-in-class partner support.
In today’s fast-paced, diverse automotive market, reaching the right audience is key to staying ahead of the competition. A local Ford dealership realized this when they sought to expand their customer base, particularly within the growing Hispanic community in their area. For years, they had successfully advertised on Classic Rock radio, but now, with a competitor Chevy dealership also in town, they needed to diversify their marketing strategy to better engage with Hispanic consumers
The Challenge: Breaking Through the Noise
The dealership knew that simply relying on traditional radio ads wasn’t enough. Their goal was to not only attract new customers but to specifically grow their Hispanic customer base. It was crucial to use platforms and formats that would truly resonate with this audience
The Strategy: A Targeted, Multi-Platform Approach
To achieve their objective, the dealership adopted a two-pronged approach that combined Spanish Radio advertising and an Amazon Video campaign, reaching Hispanics where they were already consuming content
Spanish Radio: The dealership expanded beyond Classic Rock to include a Spanish-language radio format. This allowed them to connect with a broader Hispanic audience through a medium many were familiar with and trusted
Amazon Video and OTT Campaign: To further target the Hispanic market, the dealership launched a highly focused Amazon Video campaign. This included
Amazon’s detailed targeting capabilities allowed the dealership to narrow in on specific audiences, including users who were in-market for autos, particularly Ford vehicles. The campaign utilized Amazon’s behavioral data, including insights from Amazon Garage and Amazon Vehicle profiles, to focus on auto enthusiasts and individuals searching for Ford F150s, Rangers, and Super Duty Trucks
Additionally, video ads were served to users within specific zip codes who had their browsers set to Spanish. This localized and language-specific targeting ensured the dealership’s ads reached the right people, driving better engagement and relevance
The Results: A Drive Towards Success
The numbers speak for themselves. The dealership’s campaign delivered a total of 233,114 impressions, yielding an impressive 2,363 clicks. This resulted in a click-through rate (CTR) of 1.01%, which is 14.48 times the national average for automotive campaigns
The dealership was thrilled with the outcome, stating, “We are certain this target is up and has been growing. Our guess would be between 15-25% in the last year.
Conclusion: Digital Marketing That Delivers
By strategically combining Spanish Radio with Amazon Video ads, the local Ford dealer was able to engage a growing Hispanic market in an authentic and highly targeted way. The result was a campaign that not only delivered higher-than-average CTR but also contributed to real growth in their Hispanic customer base
If your business needs a high-impact, cost-effective marketing strategy, contact Vici Media today to learn more about our white-label digital solutions
For more information, email support@vicimediainc.com.
