Fall Classic Car Showcase at AutoPlanet Durham

Company: AutoPlanet

Channel: Meta (Facebook & Instagram) & EventBrite

Running Date: September 1st – October 15th 2023

Campaign Overview:

In October, AutoPlanet hosted a Fall Classic Car Event at our Durham location, creating a unique opportunity to connect with the community and engage classic car enthusiasts. The event was designed to celebrate the passion for classic cars and attract a crowd by inviting car clubs from across the Greater Toronto Area (GTA). The event featured over 400 classic cars, a live DJ, prize giveaways, food trucks, and fall-themed decor to enhance the atmosphere. With over 1,000 visitors, the event was a major success in terms of attendance and community engagement.

The campaign’s goal was to raise awareness, encourage attendance, and establish AutoPlanet as a community-oriented dealership that values automotive culture. The promotional strategy relied heavily on Facebook, Instagram, and Eventbrite to target local car clubs and classic car enthusiasts.

Campaign Duration:

• Promotional Start Date: September 1, 2024
• Event Date: October 15, 2024

Channels and Budget:

• Facebook & Instagram: $5,000
• Eventbrite: $2,000

Total Campaign Budget: $7,000

Target Audience:

The campaign targeted classic car enthusiasts, car clubs, and families interested in local events within Southern Ontario. We focused on reaching people with an interest in classic cars, vintage vehicles, and local events, as well as members of car clubs in the GTA

Campaign Objectives:

• Increase Awareness: Promote the Fall Classic Car Event and generate excitement among car enthusiasts and families.
• Drive Attendance: Maximise event attendance by reaching a targeted audience and providing clear event details.
• Build Community Engagement: Establish AutoPlanet as a dealership invested in local community events and car culture.

Key Campaign Metrics:

• Event Reach: 150,000 users across platforms.
• Event Engagement: Over 3,500 interactions (likes, comments, shares, RSVP clicks)
• Event Attendance: 1,000+ visitors with 400 classic cars showcased

Platform Strategies & Execution:

Facebook & Instagram (Meta)

• • Ad Formats:
    • Event Ads: Created event-specific ads to promote the date, location, and highlights of the event, such as classic car showcases, food trucks, a DJ, and prizes. The ads featured fall-themed visuals to capture the autumn ambiance and included prominent calls to action like “RSVP Now” and “Join Us for a Day of Classic Cars!”
    • Carousel Ads: Highlighted key aspects of the event, including the variety of classic cars expected, the lineup of food trucks, and the prizes available. Each slide was designed to build anticipation and encourage engagement.
    • Story Ads: Used short, engaging story ads to showcase the event’s atmosphere, with images of classic cars and the fall-themed decor to capture attention.
  • Targeting:
    • Demographic Targeting: Focused on users aged 25-60 with a known interest in cars, automotive events, and community gatherings.
    • Interest-Based Targeting: Targeted interests included classic cars, vintage vehicles, car clubs, and local events.
    • Geo-Targeting: Limited to Southern Ontario, with a focus on areas around the Durham region and GTA.
  • Example Ad Script:
    • Event Ad Copy: “Join us for a Fall Classic Car Showcase at AutoPlanet Durham! Over 400 classic cars, live DJ, food trucks, and more. October 15th, 2024. Don’t miss it!”
    • Carousel Ad Copy: “Rev your engines and join us for a day of classic cars, food, music, and prizes! AutoPlanet Durham’s Classic Car Event is around the corner. Swipe to learn more!”
  • Performance Highlights:
    • Average reach: 120,000 users across Facebook and Instagram.
    • High engagement, with 2,500+ reactions and shares, creating significant buzz in the local car enthusiast community.
    • Event RSVP conversion rate of 7%, resulting in strong attendance.

EventBrite:

• • Ad Formats:
    • Event Listing: Created a detailed Eventbrite listing with all event information, including location, date, activities, and a call to RSVP. The listing highlighted the fall theme, classic car showcase, and other attractions to create an appealing description.
    • Sponsored Ads: Used Eventbrite’s ad platform to promote the listing to users searching for local automotive events or classic car gatherings in the GTA.
  • Targeting:
    • Demographic Targeting: Focused on automotive enthusiasts, car club members, and families interested in attending local events.
    • Interest-Based Targeting: Targeted users with interests in vintage and classic cars, auto shows, and outdoor community events.
    • Geo-Targeting: Southern Ontario, with a focus on the Durham area and GTA.
  • Example Event Description:
    • Event Title: “AutoPlanet Durham’s Fall Classic Car Event – A Day of Classic Cars, Food, Music, and Fun!”
    • Event Description: “Celebrate the beauty of classic cars this fall at AutoPlanet Durham! Join us on October 15th for a day filled with vintage vehicles, live music from our DJ, food trucks, and exciting prizes. Bring the family and experience car culture at its best! RSVP today!”
  • Performance Highlights:
    • Eventbrite contributed an additional 30,000 reach through targeted ads.
    • Over 1,000 RSVPs on Eventbrite, ensuring a high turnout.
    • Eventbrite’s platform proved effective for last-minute sign-ups, contributing to a final surge in attendance.

Results:

The Fall Classic Car Event campaign was highly successful, resulting in a well-attended event with over 1,000 visitors and 400 classic cars showcased.

• • Total Reach: Over 150,000 users across all platforms.
  • Engagement: Generated 3,500+ interactions on social media and Eventbrite, building excitement and encouraging community participation.
  • Attendance: Over 1,000 attendees with strong representation from local car clubs and families, meeting and exceeding event goals.
  • Community Impact: Established AutoPlanet as a central hub for automotive culture in the GTA, enhancing its reputation and fostering goodwill within the local community.
  • Targeted Social Media and Event Promotion: Leveraging Facebook, Instagram, and Eventbrite allowed us to reach both the car enthusiast community and the general public, creating a diverse audience.

Key Takeaways and Best Practices:

• Community-Centric Messaging: Focusing on the community and inviting local car clubs helped attract the right audience, ensuring that the event appealed to car enthusiasts and their families.
• Visually Engaging Content: Fall-themed visuals, including images of classic cars, fall colours, and event highlights, creating an appealing aesthetic that resonated with users on social media.

Conclusion:

The Fall Classic Car Showcase campaign was an outstanding success, driving high levels of engagement, awareness, and attendance. By leveraging paid social media on Facebook and Instagram, and promoting on Eventbrite, AutoPlanet effectively reached car enthusiasts and local residents. The event highlighted AutoPlanet’s commitment to community engagement and car culture, solidifying its position as a dealership invested in automotive heritage. This campaign exemplified how local events, supported by targeted social media and event marketing, can foster strong community ties and generate lasting brand impact