Essendon Nissan
Minimal online presence in a highly competitive area. Despite being located in a prime automotive hub, the dealership had little visibility across social platforms.
About Essendon Nissan
Essendon Nissan is a franchise dealership in the Essendon Fields precinct, an area full of active, digitally savvy competitors. Following acquisition by a new dealer group, the dealership needed to rapidly establish a strong digital identity that matched its ambition and growth plans.
SCRM Media built that presence from the ground up, focusing on visibility, consistent posting, and commercial results.
The Challenge
Essendon Nissan faced several immediate challenges common to newly acquired dealerships:
Minimal online presence in a highly competitive area Despite being located in a prime automotive hub, the dealership had little visibility across social platforms, making it difficult to compete for attention and leads.
No established digital identity Without consistent branding, messaging, or content, customers had no clear sense of who Essendon Nissan was online, which limited trust and engagement.
Need to generate results quickly As a new operator in the area, the dealership needed fast traction to drive awareness, website traffic, and enquiries.
Our Approach
We ran three things: three videos a week, short-form video at volume for organic reach, and low-cost inventory ads.
Consistent, High-Impact Social Media
- Built and executed a structured social media plan
- Posted 3 videos per week across TikTok, Instagram, and Facebook
- Focused on vehicle features, offers, dealership culture, and customer-first messaging
- Designed content to suit each platform's algorithm and audience behaviour
Organic Reach at Scale
- Used short-form video to reach people who did not already follow the dealership
- Achieved over 1.5 million organic views across platforms
- Established Essendon Nissan as a visible, recognisable brand in the precinct
Strategic Inventory Advertising
- Launched low-cost, high-efficiency inventory ads
- $4 per day ad spend driving measurable results
- Averaging 300 website visits per week directly to used car listings
- Measured website visits to listings rather than post likes
The Results
Over time, Essendon Nissan saw consistent and compounding results:
- A clear, recognisable digital identity across all major platforms
- Strong, ongoing engagement with local customers
- Social interactions converting into real enquiries and vehicle sales
- Reliable 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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