Lexus of Blackburn wanted a whole new social media strategy to grow their business ahead of the launch of multiple new car models by the manufacturer. Along with cultivating new business in their PMA, Lexus of Blackburn wanted to nurture relationships with current Lexus owners who had purchased their vehicle from both their dealership and other competing businesses. 

As a premium dealership brand, Lexus of Blackburn’s top priority is generating qualified leads. We worked closely with the Marketing Manager and management team to develop a targeted media strategy. Using Facebook’s partner categories tool, Ignite Group engaged with people based on specific demographic information to reach people in the PMA across two income brackets. Additionally we used automotive behaviour data to target people who had purchased premium and luxury vehicles in the past, and further segmented this audience by Lexus enthusiasts. 

Using Facebook Lead Ads, Lexus of Blackburn’s enquiry form was pre-populated with information people shared publicly on their Facebook profile (including their name, email and mobile number) in a privacy-safe way, without leaving Facebook. For some people, sharing their information with the dealership was as easy as two taps on their mobile.

Ignite Group’s Lead Ads helped Lexus of Blackburn deliver a fast, efficient and cost effective lead generation campaign. In just 6 days, the dealership achieved the following results:

• Significant increase in leads
• Lower cost per lead than other digital channels like carsales.com.au
• 98% accurate customer information in enquiry forms