By the numbers
+2,500%
Twitter engagements
+720%
visits to inventory landing page
+122%
messages received on social media
Client background
Chastang Ford is a 25-year-old Houston dealership, run by a family in the truck business since 1933. Its business skews commercial: fleet, government, and service work outweigh retail sales.
The challenge
Chastang’s leads come mostly from referrals and repeat customers. The dealership’s real strength is trucks, commercial accounts, customization, and service. That made it a strong fit for a social program built on B2B lead generation.
CKP set four goals:
- Drive traffic to the homepage.
- Build awareness of Chastang’s commercial sales and service expertise.
- Drive traffic to the commercial and fleet inventory page.
- Support lead generation.
The CKP approach
We started with a content audit: messaging themes, Chastang’s content workflow, staff capabilities, and existing engagement metrics. We compared those findings against similar dealerships and related industries to find what worked before building Chastang’s plan.
We built the social voice around Chastang’s own team. Content on vehicle expertise, book recommendations, transactions, and community work carried individual staff members’ names. We produced a video series on Chastang’s commercial services, featuring product demonstrations and customer testimonials focused on customization, service, and satisfaction. We also trained Chastang staff to work directly with our social team, so messages reached beyond the dealership’s own channels.
What we delivered
- Competitive research and audit
- Social media management and sales-focused staff training
- Content marketing strategy and social guidelines
- Photography and video production
- Monitoring and reporting
Results
Messages received across social platforms rose 122%. Twitter engagements grew 2,500%, and Twitter impressions grew 790%. Web traffic referred from Twitter rose 309%; from LinkedIn, 583%. Visits to the commercial inventory landing page increased 720%, including a page tied to a Houston-focused social responsibility offer. The campaign won the AMA Houston award for Business-to-Business Social Media Campaign.
