Case study: Brickell Honda digital campaign – USA

Brickell Automotive Group set out to strengthen its digital presence and increase interest in its vehicle models through targeted social media and digital campaigns. The primary objective was to convert high visibility into measurable vehicle inquiries.

Project Objectives

The goals focused on improving digital visibility, increasing engagement, and specifically generating a higher volume of qualified inquiries for selected vehicle models.

  • Strengthening the brand’s online presence
  • Increasing social media engagement
  • Driving growth in inquiries for specific vehicle models

Key Challenges

Before the project launch, Brickell Automotive Group faced low social media engagement, limited reach among relevant audiences, and insufficient interactions that translated into actual potential customers.

REFEREL Analysis: Research into similar campaigns indicates that engaging content and optimized customer touchpoints not only increase attention, but also improve the likelihood of generating qualified inquiries and completed transactions.

Strategic Approach

To achieve the objectives, a multi-layered strategy was developed, including:

  • Active use of Facebook, Instagram, and YouTube to reach relevant audiences
  • Production of visually engaging and interactive content aligned with audience interests
  • Campaign structures optimized for inquiry generation rather than visibility alone
  • Local SEO adaptation to improve organic discoverability

This approach combined data-driven analysis with creative execution to maximize the efficiency of the marketing investment.

Implementation Plan

Key tactical elements included:

  • Defining audience segments based on language and interests
  • Optimizing ad targeting based on behavioral signals and engagement data
  • Monitoring and adjusting campaigns in real time based on performance insights

This ensured higher message relevance and more efficient allocation of the advertising budget.

Results Achieved

Following implementation, the project delivered measurable improvements, including:

  • Significant growth in campaign engagement
  • Improved brand visibility and repeat interactions
  • Enhanced inquiry metrics and CTR performance

The results demonstrate sustained growth in interest and engagement toward the promoted vehicle models.

Key Metrics

Reach: 10,000+
Impressions: 15,000+
Engagements: 900+
CTR: 2.5%
Cost per Engagement: €0.50

Key Success Factors

  • Relevant and engaging content aligned with audience interests
  • Precise targeting based on data and behavioral signals
  • Localized content adaptation to increase relevance across audience segments

These elements contributed to improved return on marketing investment.

Recommendations for Future Initiatives

  • Maintain consistent content updates across social channels
  • Expand collaborations with local and niche influencers
  • Explore emerging platforms such as TikTok to broaden reach

These actions can help sustain and further enhance performance outcomes.

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