Essendon Nissan
Minimal online presence in a competitive area. The dealership sits in a busy automotive hub but had little visibility on social platforms.
About Essendon Nissan
Essendon Nissan is a franchise dealership in the Essendon Fields precinct, an area full of active, digitally savvy competitors. After a new dealer group acquired it, the dealership needed a strong digital identity fast, one that matched the group's ambition and growth plans.
SCRM Media built that presence from scratch, with a focus on consistent posting and commercial results.
The Challenge
Essendon Nissan had three problems common to newly acquired dealerships:
Minimal online presence in a competitive area The dealership sits in a busy automotive hub but had little visibility on social platforms, so it struggled to compete for attention and leads.
No established digital identity Without consistent branding or content, customers had no clear sense of who Essendon Nissan was online, and little reason to trust or engage with it.
Need for early results As a new operator in the area, the dealership needed awareness, website traffic and enquiries from the start.
Our Approach
We ran three things: three videos a week, short-form video at volume for organic reach, and low-cost inventory ads.
Consistent Social Media
- Built and ran a structured social media plan
- Posted 3 videos per week across TikTok, Instagram, and Facebook
- Covered vehicle features, offers, dealership culture and customer-first messaging
- Shaped content to suit each platform's algorithm and audience
Organic Reach at Scale
- Used short-form video to reach people who did not already follow the dealership
- Reached over 1.5 million organic views across platforms
- Made Essendon Nissan a name buyers in the precinct recognise
Low-Cost Inventory Advertising
- Launched low-cost inventory ads
- Ran them on $4 per day of ad spend
- Sent an average of 300 website visits per week to used car listings
- Measured success by website visits to listings
The Results
Over time, Essendon Nissan got:
- A clear, recognisable digital identity across the major platforms
- Ongoing engagement with local customers
- Enquiries and vehicle sales that started as social interactions
- Steady website traffic from ads running at $4 per day
- A partnership now running over 2 years
“Working with Giuliano and the team is never a chore. From discussions of fresh ideas to production and seeing the final content, it's fun and rewarding. We now have a digital identity. Seeing interactions with our customers, and some even turning into sales, is something I never thought we'd get from this. Without a doubt, we'd recommend SCRM Media. There's no 'just go with the flow'. SCRM make it happen and are always thinking ahead. With this attitude towards our business, we're very grateful.”
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