Custom Social
Engagement Campaign
This campaign was developed to strengthen credibility with my BMW dealership accounts by positioning myself as a trusted resource for their marketing needs. After identifying a unique service opportunity within an OEM campaign, I created supporting social assets to help dealerships effectively promote the initiative.
Challenge: How do I become a trusted marketing partner for new dealership accounts?
Approach: I delivered proactive, data-informed direction to create value and strengthen relationships.
To identify opportunities, I reviewed BMW OEM campaigns across my dealerships’ regions. Based on my Toyota OEM PDA experience, I knew dealers valued accessible, lead-generating initiatives with compelling creative support.
I identified an opportunity within the BMW Marketing Portal where the Trees for Test Drives campaign lacked promotional assets. To help dealerships maximize participation, I developed custom social content to increase campaign visibility.
The Trees for Test Drives campaign encouraged customers to test drive a electric or hybrid BMW. For each qualifying test drive, BMW will donate 25 trees through its partnership with Scenic America. The initiative connected EV education with a commitment to sustainability.
These are the completed social media assets developed to increase awareness and support dealership participation.
The campaign generated strong dealer engagement, with 45.45% responding to the outreach email. Of those who responded, 85% used the social assets, 9% requested additional campaign information, 5% requested resized assets, and only 1% passed on the campaign.
Overall, this initiative increased campaign visibility, strengthened dealer relationships, and reinforced my role as a proactive marketing partner.
