Increasing the reach of a classic car brand to new audiences

OVERVIEW

Barrett Jackson is a longtime leader in the classic car auction space.

Their new VP of Marketing was looking to increase the digital sophistication of the brand and increase the consignment efforts and attendance at events

SOLUTION

• Silver Lake Digital put in a new strategy for acquiring consignments

• We leveraged tried and true customer acquisition efforts and developed a strategy to increase awareness in this niche audience

• We leveraged first party data to identify new audiences and develop sophisticated audience models for targeting

• We replaced broadcast efforts with more data driven channels such as CTV and streaming audio

RESULTS

• Consignment leads through the website increased over 250%

• The return on ad spend for one auction went as high as 3000%