NK Motors has generated around 4.6 million social media views this year after bringing its marketing in-house and moving away from traditional car sales content.
The East Midlands independent dealer group said its more personality-led approach has also delivered thousands of new followers, around 100,000 profile visits and hundreds of enquiries directly linked to social media.
Its content ranges from showroom sprints and vehicle handovers to musical theatre-inspired clips, acrobatics and behind-the-scenes videos featuring dealership staff.
NK Motors, which operates dealerships in Chilwell, Long Eaton and Derby Pride Park, is now targeting 10 million social media views by the end of the year.
People content drives engagement
The dealer group said giving its internal marketing team greater creative freedom had helped it produce content that better reflected the personalities of employees and customers.
Sanj Kumar, managing director of NK Motors, told Marketing Nottingham: “We wanted our social media to reflect the energy, enthusiasm and personality of our teams across the business. What is being achieved resonates with our existing customers, who already praise us for our friendly, forward-thinking attitude.
“Team members are being recognised locally for their part in s and the content is drawing in new customers with some even asking if they will feature in content during their visit to the showroom.”
NK Motors manages its website and social media channels internally rather than relying on outsourced automotive marketing content.
Kumar said: “Our marketing team are fully immersed in the business, with a deep understanding of the stock, people, and customer experience. This intellectual investment means they can create more relevant content, and build a stronger, more recognisable brand identity across all channels.”
The business said engagement has risen to more than 1,000 comments, while organic reach is increasingly generating leads and dealership visits without paid promotion.
Dealer targets 10m views
Digital marketer Alfie Adamson and brand ambassador Ruby Harwood have become central to the strategy, appearing in a series of handover videos and dealership clips.
Adamson said: “We have shifted our focus toward ‘people content’, storytelling through humour, personality, and sharing the human side of dealership life with behind-the-scenes moments. This approach has revolutionised what main dealer social media marketing looks like, with collaboration between marketing and sales helping bring campaigns and ideas to life. It has led to multiple viral moments across platforms.”
Content around the opening of NK Motors’ Derby dealership was among its strongest-performing campaigns. Other videos have included the “silence of an EV reversing”, used car handovers and a recent “how trustworthy are your salesmen?” feature.
The group plans to continue expanding its digital output over the coming months as it works towards its 10 million-view target.
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