Leveraging Social Media to Engage With an Evolving Customer Base
Identity partnered with ADESA to develop a comprehensive social media program that reached car dealers and consigners across the United States and Canada.
ADESA, one of North America’s largest vehicle remarketing solution providers, wanted to change the way the company communicated with its customers in the digital space. Identity worked closely with ADESA to build a multi-platform social media strategy from the ground up. To create the program, Identity coordinated customer focus groups and worked closely with senior leadership to identify opportunities and obstacles.
The program launched with the unveiling of ADESA’s blog, Overdrive, which serves as a place where the company’s auction customers can learn more about conferences, industry trends, technology updates and ADESA’s culture. Identity then created a presence for ADESA on social media and integrated the channels across the company’s digital touch points. We also developed an internal site designed to educate employees about ADESA’s social media strategy.
Since its launch, Overdrive has garnered nearly 250,000 pageviews from around the world. Major remarketing and automotive trade publications have also syndicated the blog’s content. Through Identity’s work, ADESA is now recognized as the company in the remarketing space with a sound, multi-platform social media strategy.
What We Did
Identity deployed the following strategies and tactics in order to achieve success:
- Social Media Strategy
- Content Development
- Community Management
- Brand Monitoring
- Social Media Training
- Reporting and Analytics
- 2award nominations for Best Digital PR Campaign
- 55K+blog visits from ADESA customers and target audiences via its online marketplace
- 7.8Mmillion impressions via social media
- 280+blog posts written, published and distributed