Bill Brown Ford
From #6 to #1 in the World
A dealership stopped shouting about price and built a brand: "There is more to owning a Ford than ever before." Three years later it was the number one Ford dealer in the world.
- #6to #1 in the world
- 500%above category engagement
- +233%monthly social traffic
The challenge
Dealership marketing is a price war nobody wins, and every competitor was running the same discount playbook. Bill Brown Ford needed referrals and leads, not another sale event.
What we did
We relaunched the brand with new standards and a purpose rooted in our Fordology model, positioning the dealership as the category's innovation leader under the mantra "There is more to owning a Ford than ever before." A best-in-class social, SMS and email program drove both digital leads and in-community foot traffic, and gave local advocates a platform to carry the brand.
The consequence
#6 to #1 in the world in three years. Social content performing 500% above the national dealer engagement average, monthly social traffic up 233%, social becoming their largest lead source by more than six times, search position from fourth to first, and website traffic up 48% in six months.
The work itself.
Scored on the
consequential triangle.
- Talkability
- Local advocates repeating the brand is the lead source.
- Defensibility
- A national competitor cannot become someone's hometown.
- Indispensability
- Service relationships outlast any single sale.
Your turn.
We take a small number of engagements at a time. Tell us what's at stake.