Winning auto customers on social
Maserati of Oakville and Maranello Alfa Romeo brought their brands to life on the showroom floor–through their people, their product knowledge, and the experience they delivered–but had almost no presence where today’s car buyers start their journey: social media. We built and executed full content system for both dealerships, tailored to the luxury automotive audiences, producing 600 pieces of original content that drove growth, reach, and engagement.
Background
Maserati of Oakville and Maranello Alfa Romeo are luxury automotive dealerships representing two iconic Italian brands as part of the R. Ferri Automotive Group.
While the in-store experience–the people, the product knowledge, the lifestyle the brands represent–reflected the premium craftsmanship and heritage of both nameplates, their digital presence told a different story.
The car-buying journey has fundamentally shifted. Prospective customers research on social–watching walkaround videos, reading reviews, and comparing options–long before setting foot in a showroom or visiting a website.
The opportunity was to transform their social presence into a modern-day showroom that attracts and influences future buyers and deepens connection with current customers.
Challenge
Despite a strong connection to and passion for their respective brands, Maserati of Oakville and Maranello Alfa Romeo lacked a compelling and differentiated social presence. There was little visibility into the dealership experience or what made each store distinctive, which limited their ability to capture attention early in the customer journey, when perceptions are still being shaped.
The question they brought to us: how do we create a unique social presence and meaningfully engage with customers and prospective buyers?
Challenge
Despite a strong connection to and passion for their respective brands, Maserati of Oakville and Maranello Alfa Romeo lacked a compelling and differentiated social presence. There was little visibility into the dealership experience or what made each store distinctive, which limited their ability to capture attention early in the customer journey, when perceptions are still being shaped.
The question they brought to us: how do we create a unique social presence and meaningfully engage with customers and prospective buyers?
Solution
With the car purchase journey beginning for most on their phone, that shift has created a window for dealerships to shape perception before a customer has made any contact.
Shoppers come to social looking for real-world context, lifestyle alignment, and visual inspiration—and most dealerships aren't giving it to them.
We humanized each dealership brand, localized their story, and built emotional connection at the retail level on the platforms where their audiences already lived.
Social was repositioned as a long-term investment in brand equity and community, not a promotional broadcast channel.
We built a content framework around five strategic pillars:
- History – heritage and brand storytelling
- Education – vehicle features, comparisons, ownership
- Entertainment – personality-driven, shareable content
- Dealer personality – sharing theteam and space experience on video
- Value-adds and offers – promotions and reasons to act
Content was platform-native, visually engaging, and grounded in real-world experiences–built to create familiarity and emotional connection over time rather than just promote cars, which every other dealership already does.
From there, we delivered end-to-end execution, including:
- A platform-specific strategy tailored to luxury automotive retail behaviour
- Photography and videography production
- Community management
- A scalable content system designed to evolve with the brand and audience
Across both dealerships, our program produced 600+ unique pieces of content.
Finally, to help keep everyone connected and focused on the targets, we implemented a custom digital dashboard with monthly reporting that was shared with the client each month.
This way both parties were able to assess the impact of the work and give feedback on what drove the most success and helped us meet and exceed our targets.
Results
A content engine built for the scroll
Social isn't where the deal closes. It's where the decision starts. For luxury automotive, that's a digital window the dealerships can't afford to leave dark.
For Maserati of Oakville and Maranello Alfa Romeo, the result was a digital presence that works as hard as the showroom floor: active and differentiated discovery channels, elevated online brand perception, and stronger early-stage engagement with prospective buyers.
Why it worked: Two dealerships. One system. Measurable impact at both.
Maranello Alfa Romeo Follower Growth
Across Platforms
Maranello Alfa Romeo Engagement Lift Rate
Percentage-Point Increase, 158% Relative Lift
Maranello Alfa Romeo Target Users Reached
(+362%)
Maserati of Oakville Follower Growth
Across Platforms
Maserati of Oakville Engagement Lift Rate
Percentage-Point Increase, 524% Relative Lift
Maserati of Oakville Target Users Reached
(+15,600%)
