150% MoM increase in Sales under the age of 30

“There are a lot of people that use (Snapchat) that we can reach that we weren’t reaching before.”

- Thomas Eggers, Nyle Maxwell Platform Digital Director

The Story

Covid-19 has significantly impacted and altered the auto industry, and as a result younger buyers are the new driving force for sales growth. Snapchat reaches 75% of 13-34 year olds in the US.

To attract new buyers to their store, Nyle Maxwell CDJR of Castroville TX partnered with their agency Big Time Media and technology partner AET Media to try Snapchat ads for the first time in late May 

The Solution

They deployed a Snap ad campaign, using the AET Automotive Ad Studio tool to custom create their OEM-compliant campaign in minutes featuring vehicles like the Jeep Gladiator and RAM 1500.

The Results

The team was pleased that Snap’s CPM was 63% lower than Facebook, but the true test is in driving new floor traffic and sales. Despite being only 10% of the budget, overall sales were up 16.5% but of special note was a month-over-month increase of 150% in sales to customers under the age of 30, with 15 new vehicles sold to that demo. The only thing that had changed in their marketing mix was the addition of Snap Ads.

1) SnapInc. survey of U.S. Snapchat users, September24-September 27, 2020. Age and location data subject to restrictions. See https://businesshelp.snapchat.com/en-US/a/audience-size-tool for details. Question: “If you had to buy or lease a car now, which of the following reasons would likely explain why?”; 494 respondents

Published by Betsy Brookshire September 7, 2020