In 2017, the Auto Dealers Association of Greater Philadelphia gave us the keys to Philadelphia Auto Show’s social media channels to rev up their performance with turbocharged creative and advertising, all designed to build buzz (and attendance) at the week-long annual event.
The Challenge
Each year, we address the goals of attracting new audiences, spreading excitement, and increasing ticket sales. In 2022, we went into overdrive to support the show’s reemergence after a year off due to the pandemic – driving excitement pre-show, uncovering every story during the show, and rebuilding digital connections before, during, and afterward.
Outcomes
Years of partnership
Social impressions
Digital assets produced
The Results
In addition to breaking various attendance records at nearly every show since 2017, the Auto Show’s followership has more than doubled across platforms. In 2022, we saw over 4 million impressions and 168k engagements over a month and a half of content. Beyond these numbers, the campaign was significant in its efforts to drive attendance and showcase one of the first major indoor, in-person, mask-free events for a city emerging from a pandemic. This regional legacy is an economic force for Philadelphia, and ensuring that people from the city and the surrounding suburbs felt comfortable, confident, and excited to attend in this year and years to come was a tremendous win.