putting digital strategy into overdrive
ADESA, one of North America’s largest vehicle remarketing solution providers, wanted to change the way the company communicated with its customers and employees in the digital space. Identity worked closely with ADESA to build a multi-platform social and digital media strategy from the ground up.
Over the course of a nearly decade-long partnership, Identity served as the digital lead at ADESA—providing effective, high-quality social media strategy, content development, community management, crisis communication, event marketing and digital advertising support. Through Identity’s work to establish a high-powered, multi-platform digital media strategy, ADESA is now recognized as a benchmark for digital programs in the remarketing industry.
strategy for success
Identity deployed the following tactics and strategies in order to achieve success for ADESA:
blog content & thought leadership
With the launch of the Overdrive content hub, Identity helped ADESA create one of the first corporate blogs in the remarketing industry. The site eventually housed hundreds of blog posts authored by experts in automotive customer service, operations, sales, economics and more.
The Overdrive blog was recognized by the PR Daily Digital PR Awards in the categories of Best Blog and Best Digital PR Campaign–B2B Sector.
Through sound strategy, coordination and content development, Identity helped ADESA grow its social media footprint to one of the largest in the industry, generating more than 15M impressions and a quarter of a million engagements and link clicks.
Identity developed a custom social media microsite designed to educate tens of thousands of ADESA employees, as well as a designed a comprehensive LinkedIn training program for the ADESA learning management systems (LMS)—allowing employees throughout the organization to improve their understanding and use of the platform.
on-site & digital event support
From on-site streaming the World Automobile Auctioneers Championship at an ADESA auction to live-tweeting exciting charity auctions, Identity developed comprehensive social strategies and provided real-time support at dozens of auction industry events and conferences—including Barrett-Jackson, NADA, Digital Dealer and more.
social & digital advertising
Through a combination of paid social media and digital advertising, Identity launched hundreds of campaigns for ADESA focused on product announcements, technology enhancements, event support, customer acquisition, retention strategies and more.