Local Ford Dealer Drives Growth in Hispanic Market with Innovative Campaign

In a bid to expand their reach and connect with the local Hispanic community, a well-established Ford dealer recognized the need for a fresh approach to advertising. With a long history of promoting their brand through classic rock radio, they faced increasing competition from a nearby Chevy dealership and sought to attract a broader audience.

Strategic Approach to Engagement

To effectively engage Hispanic customers, the dealership implemented a dual strategy that combined Spanish radio advertising with a targeted campaign on Amazon. This approach allowed them to leverage the strengths of both traditional and digital media to maximize their impact.

Key Components of the Campaign:

• Spanish Radio Advertising: By shifting to a Spanish radio format, the dealer opened up communication channels to a wider Hispanic audience, ensuring their message resonated culturally and linguistically.
• Amazon Video Campaign: The campaign utilized Amazon's extensive targeting capabilities, including Retargeting Video, Product Targeting Video, and Behavioral Video.
• Behavioral Targeting included segments like In-Market for Auto, Auto Enthusiasts, and specific interest categories such as Ford F150 and Used Ford Cars.
• Product targeting focused on popular models like the Ford F150, Ford Ranger, and Super Duty Trucks.
• Cultural Relevance: Video ads featured various Ford vehicles, with voiceovers and text in Spanish, ensuring the messaging was relatable and engaging for the target audience. Ads were served to individuals in selected zip codes with their browsers set to Spanish, amplifying the campaign's effectiveness.

Impressive Results

The results of this comprehensive campaign were remarkable. The dealership achieved 233,114 impressions and garnered 2,363 clicks, resulting in an impressive 1.01% CTR—14.48 times the national average.

The client expressed confidence in their strategy, stating, “We are certain this target is up and has been growing. Our guess would be between 15-25% in the last year.” This growth not only indicates the campaign's success but also highlights the dealership's commitment to understanding and serving their community.

Conclusion

This success story demonstrates the effectiveness of a multifaceted marketing strategy that combines traditional and digital tactics to engage a specific demographic. By adapting their approach to better connect with the Hispanic market, the local Ford dealer has set a strong example of how targeted marketing can lead to significant growth.

If your business needs a high-impact, cost-effective marketing strategy, contact Vici Media today to learn more about our white-label digital solutions.

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