The Ask

New to the social landscape, General Motors engaged TONIK+ to develop a compelling media and creative strategy across Facebook & Instagram with the goal of driving traffic to each of the 20 Detroit DMA dealership websites effectively and efficiently.

The Result

In order to drive quality website traffic per dealership, TONIK+ launched a series of custom content across Facebook and Instagram, showcasing select vehicles and special offers per dealer. TONIK+ analyzed performance weekly to inform optimizations to the flighting strategy, budget allocation and content, which maximized traffic and achieved efficiencies across the board. TONIK+ was able to save General Motors money while gainingĀ  efficiencies in Cost per Landing Page Views by 26% and increasing volume across expected Landing Page Views (+36%), total Clicks (+17%) and total Engagements (+17%).


CPLPV (Cost per landing page view) across Facebook & Instagram


Expected Dealership Landing Page Views across Facebook & Instagram

Total Clicks


Facebook & Instagram

Total Engagements


Facebook & Instagram