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ResistAll Digital Initiative
CHALLENGE: ResistAll is a superior after-market automotive coating product. It provides a warranty that is good up to a seven years and is only available through a dealership. Selling ResistAll is a two-step process. First, the dealership must agree to carry the product, and second, the new car buyer must select it as an after-market product.
SOLUTION: Martin needed to build brand awareness of this product while also giving dealerships selling materials to be used during the closing process with customers. We developed a digital strategy that targeted in-market buyers ready to make a new vehicle purchase in the markets with the most active ResistAll dealerships. This created brand recognition for consumers when they came into dealerships. From media planning to final creative, we executed a targeted digital media campaign that had over 4M impressions and 4.5K clicks. We also executed a SEM campaign that produced 326K impressions and 1.4K clicks with a .42% click through rate. Visits to ResistAll's product page shattered the monthly average and established a new record high during the campaign. Digital assets were also provided to active dealerships so they could use the informative and fun videos as a selling tool during the financing process. This strategy also benefited the ResistAll corporate sales team by giving them another high visibility tool to sell the product to new dealerships.
