CASE STUDY #3
JAKE RYAN SERIES //
Project Overview:
The Jake Ryan Giveaway is an engaging web-based video series created for West Side Mitsubishi, a local car dealership in Edmonton. We teamed up with Jake Ryan, a popular local DJ from Hot 107, to star in this monthly video series, resulting in a total of 102 episodes produced over three and a half years.
Our initial goal was to boost awareness of the dealership while showcasing its fun and laid-back personality. The series maintained a comedic and relaxed tone, often incorporating current events and trends to capture viewers' attention and keep them engaged. Fans were encouraged to participate by leaving comments, answering questions like, 'If West Side Mitsubishi had a truck, what would it be called?' This not only increased awareness but also fostered a loyal local viewer base. Some episodes subtly featured sales events and promotions, seamlessly drawing potential customers to the dealership.
The giveaway series became a cornerstone of West Side Mitsubishi's marketing efforts for over three years. It was so successful that many customers requested to meet Jake when visiting the dealership for test drives, highlighting the campaign's impact
Growth:
At the time of starting the project the Facebook page had under 300 likes - we organically grew the page to over 5,000 followers by the end of 2018. We didn't use any ad spend to boost the videos for views or engagement - looking back I believe this was a mistake. With my current knowledge of the Facebook Ad tools, a small budget of $20 - $50 per post would have multiplied our views and engagement.
Objectives:
The formula changed over the years, but throughout we have given away over $6,000 in prizes. Collectively achieving over 160,000 views on Facebook alone the Jake Ryan Give Away Series has increased exposure and local engagement of the Facebook page immensely.
Each video featured a giveaway or giveaway announcement, these were delivered with levity as the series was meant to be comedic in nature to help beat the ad blindness Facebook users have come to develop. We would also slip in the dealership's promo of the month during each video as a more organic advertisement for prospective car buyers.
The original objective was to increase engagement on the dealership's social media profile. Later on, it quickly became a way to generate leads for the sales team and ultimately sell more cars.
FACEBOOK PAGE GROWTH
1,667%
FACEBOOK VIDEO VIEWS
160,000
EPISODES MADE
102
