Explore how Dealer.com’s Managed Social turned a New Jersey dealership into a community hub through organic social media marketing. By using lifestyle-first content, influencer collaborations, and platform-specific strategies, the campaign boosted engagement and delivered measurable growth.
The Challenge
In the ultra-competitive Northern New Jersey market, this dealership needed more than great inventory and pricing to stand out—they needed community engagement.
They faced four key challenges:
- 1. Managing multiple dealership profiles while maintaining a cohesive brand voice.
- 2. Driving traffic to their website and staying top-of-mind.
- 3. Engaging customers across the entire car-buying journey.
- 4. Building brand loyalty rooted in trust, family, and community.
The Solution: Lifestyle-First Storytelling
To overcome these multi-faceted challenges, the dealership turned to their trusted partners at Dealer.com for a full-service Managed Social approach.
Together, they made a bold shift from inventory-first to lifestyle-first storytelling—blending traditional marketing with an authentic social media strategy to drive results.
The Strategy: “Lifestyles at Home” Campaign
Dealer.com saw an opportunity to partner with a local female brand influencer to become the centerpiece of a unique social strategy.
Together, they launched “Lifestyles at Home,” a monthly content series that expanded her presence into social media to foster community, drive traffic, and build stronger customer connections.
What Dealer.com Delivered
- A dedicated Social Media Coordinator to drive strategy and execution
- Custom creative and content creation for all platforms including a custom “Lifestyles at Home” landing page
- Full-service scheduling, and optimization for Facebook, Instagram, X and Google Business
- Enhanced Managed Services packages to reach targeted audiences across all customer journeys, not just active buyers
The Campaign
The “Lifestyles at Home” campaign was designed to complement and elevate the traditional media in market—transforming the brand influencer from a familiar face into a relatable voice. Her warm personality, already seen on billboards and TV, now resonated through social media.
- Monthly recipe posts tied to home life and dealership specials
- Professionally produced video and photo assets designed to stop the scroll
- A custom landing page that paired full recipes with timely dealership offers and direct paths to conversion
- Platform-optimized distribution on Facebook and Instagram, boosted with ad spend for targeted customer journeys
The Results
Driving Engagement and Website Traffic
Over the span of a year, the campaign delivered standout performance—boosting visibility, engagement, and website traffic:
- 10.6M Facebook impressions (+64.5% YoY)1
- 149K engagements (+32.5% YoY)1
- 79.8K website clicks (+47.5% YoY)1
- 24.4K clicks from recipe content alone1
The dealership became more than just a place to buy a car—it became a trusted part of the community.
1Comparing Social Profile Performance from 1/1/2024 – 12/31/2024 vs. 1/1/2023 – 12/31/2023.
The Conclusion: A campaign that connected
By partnering with Dealer.com’s Managed Social team, this dealer client built a social strategy that drove engagement, boosted traffic, and reached audiences who may have otherwise tuned out traditional promotions. Together, they created a community-first approach that helped the dealership stand out and connect more meaningfully with customers.
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