An audience, grown
Most dealer Instagram feeds are just digital parking lots–some with better lighting. By giving luxury car enthusiasts a reason to stop scrolling, we transformed GTA’s pre-owned Grand Collection channel into a destination for buyers. We added more dynamic content, introduced cinematic Reels, and sparked real conversations in the comments. Our year-one results: 1,200% follower growth, 1.5 million views, and 100,000+ engagements.
Background
Established in 1974, Grand Touring Automobiles has become one of North America’s leading retailers of luxury and exotic vehicles. With a reputation built on exceptional brands, elevated experiences, and its Live Grand philosophy, the business has long understood that how a brand shows up matters just as much as what it sells.
The Grand Collection is GTA’s pre-owned luxury division and its inventory features a lineup of iconic marques, including Aston Martin, Bentley, Bugatti, Lamborghini, Porsche, Rolls-Royce, and more.
Challenge
A meaningful presence on Instagram takes more than consistent posting. The Grand Collection was working in a crowded luxury automotive space, operating in the shadow of GTA’s well-known parent brand, with a content model dictated by whatever inventory was on the lot that week.
The job wasn’t just to build awareness. It was to build a channel people actually wanted to follow. The specifics:
- Carve out a distinct identity from a well-known parent brand
- Keep a content pipeline engaging when inventory is constantly turning over
- Give three dealership locations fair airtime within a single account
- Prepare for the comment and DM volume that growth would bring–without leaving followers waiting
Challenge
A meaningful presence on Instagram takes more than consistent posting. The Grand Collection was working in a crowded luxury automotive space, operating in the shadow of GTA’s well-known parent brand, with a content model dictated by whatever inventory was on the lot that week.
The job wasn’t just to build awareness. It was to build a channel people actually wanted to follow. The specifics:
- Carve out a distinct identity from a well-known parent brand
- Keep a content pipeline engaging when inventory is constantly turning over
- Give three dealership locations fair airtime within a single account
- Prepare for the comment and DM volume that growth would bring–without leaving followers waiting
Solution
Our approach was simple in principle but disciplined in execution. The vehicles already carried the visual power. The opportunity was to present them in a way that was native to the platform and aligned with how people engage on Instagram today.
To do that, we evolved the channel across three core areas.
- Content strategy: We moved the feed past static imagery into a mix of premium photography and Reels built for how Instagram rewards content. More discoverability, more reasons to stop scrolling, more reasons to engage.
- Community management: We built a more structured community management system to increase responsiveness, consistency, and audience connection. This included faster response times across comments and DMs, clearer calls to action, and an auto DM keyword system that gave users easier access to vehicle details. The account started feeling like a conversation.
- Boosting strategy: A steady monthly boosting rhythm amplified top performing content to a broader, better-targeted audience, which kept momentum compounding month over month.
Results
The Grand Collection stopped being just a place to showcase inventory and started being a channel that captured attention, expanded reach, strengthened awareness, and, most importantly, grew an audience of luxury automotive enthusiasts and prospective buyers.
Over one year, The Grand Collection achieved:
Increase in Followers
Views
Engagements
