ZAG Motors is a used car dealership that decided to implement social media to their marketing efforts, more specifically TikTok. I carefully crafted a social media strategy that not only allowed the account to reach over 11M people but also fostered meaningful conversations with potential customers.
WHO IS ZAG MOTORS
ZAG Motors is a family-owned used car dealership with over 19 years of experience in the industry. They offer financial options for every type of credits, helping people from all backgrounds to get the car they deserve. Back in 2023 ZAG Motors took the step to the future by adding a Social Media Marketing department to the team to stablish themselves in the online landscape.
THE CHALLENGE
ZAG Motors faced several key challenges:
Building an audience from scratch on a platform dominated by young users.
Creating engaging content that would resonate with potential car buyers.
Stablishing a social media presence in an industry often viewed with skepticism
THE APPROACH
I began by testing various types of organic content to identify and understand the audience that I was growing. This experimental process helped me understand:
Which content formats performed best
Optimal posting times and frequencies
Production requirements and resource allocation
After that, strategic content pillars were developed:
Top of Funnel: Entertainment content about cars and the automotive industry
Middle of Funnel: Detailed vehicle showcases and educational videos
Bottom of Funnel: Customer testimonials and specific vehicle specials, promotions and benefits content.
