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Case 03 · Leads
1,779 leads and 1,217 event responses from six dealership sales pushes
- Client
- Vehicle Dealership
- Campaign
- Sales events and lead campaigns
- Market
- Trinidad and Tobago
- Period
- 2023–2024
- Channels
- Meta (Facebook and Instagram), Google
The brief
What the campaign had to do
- Goal
- Showroom visits, event responses and leads for new pickups, SUVs and the wider range
- The pushes
- A pickup road show, a one-day sale, a trade-up offer, a Christmas sale, a dream car contest, and a contest with a trip for two as the prize
- Audience
- Vehicle buyers in Trinidad and Tobago. The trip-for-two contest also retargeted website visitors and content engagers.
- Channels
- Meta (Facebook and Instagram) for every push; Google for the trip-for-two contest
- Period
- Campaigns ending June 2023 to March 2024
- My role
- Paid media strategy and execution
The results
What it delivered
2023 sales events · Meta
Trip-for-two contest · 2024 · Meta and Google
The Christmas sale drew the most leads
Leads from Meta lead forms, by campaign.
| Push | Ended | Optimized for | Results on Meta |
|---|---|---|---|
| Pickup road show | June 2023 | Event responses | 542 event responses |
| One-day sale, pickup and SUV | August 2023 | Event responses | 598 event responses |
| Trade-up offer | September 2023 | Leads, traffic and video | 519 leads; 18,500 link clicks; 173,269 ThruPlays |
| Christmas sale, pickup and SUV | December 2023 | Leads and traffic | 1,117 leads; 18,370 link clicks |
| Dream car contest | February 2024 | Traffic | 28,643 link clicks at a 1.13% click-through rate |
| Trip-for-two contest | March 2024 | Ad recall, event responses, traffic and leads | 143 leads; 77 event responses |
Most pushes also ran reach or awareness ad sets, not shown here. The trip-for-two contest also ran on Google.
Learnings
Why it worked
One job per ad set
Every push was optimized for the result it needed: event responses for the road show and the one-day sale, leads for the trade-up and Christmas offers, link clicks for the contest.
Christmas led on leads
The Christmas sale lead ads drew 1,117 leads at $1.04 USD each, more than the trade-up and trip-for-two lead campaigns combined.
Four optimizations, one funnel
The trip-for-two contest had enough creatives to optimize for ad recall, event responses, traffic and lead generation, moving audiences down the funnel toward a compelling prize: a vacation in Barbados or St Lucia.
Paid Partnerships, early
The trip-for-two contest was one of the first campaigns to use Meta's Paid Partnership feature with influencers. It added organic and paid visibility on Facebook and Instagram that wasn't possible before.
Figures come from the campaign's own reporting: Meta Ads Manager campaign export, June 2023 to March 2024, and the 2024 contest case study. Budgets and amounts spent are not shown. My role: paid media strategy and execution.
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