How D2 Advertising unified a 4 rooftop dealer group under one powerful identity and turned a fragmented market presence into dominant regional awareness.
Mitchell Automotive had been serving the Wiregrass community for over 40 years but customers weren't connecting the dots. Four rooftops across four brands were operating as independent advertisers, building recognition separately instead of compounding each investment under a unified name.
"Are more customers identifying the group as a single trusted entity rather than separate rooftops?"
The goal was clear: establish "Mitchell Automotive" as the dominant, trusted dealer group name in the Wiregrass before a competitor could claim that position. D2 needed to build group level recognition while supporting each rooftop's individual sales objectives.
D2 developed a dual layer approach: group level advertising to build the "Mitchell Automotive" name across the full market footprint, layered with dealership level precision targeting to drive efficiency and conversion at each rooftop each tier reinforcing the other.
D2 built a full market media presence across every major channel TV, streaming, radio, digital, and live events. An integrated mix designed to create reach, repetition, and recall at every surface that matters to a Wiregrass household.
OTT delivered household level precision with a transparency that traditional broadcast can't match. With 8,589 media placements across premium streaming environments, Mitchell Automotive became a fixture in the daily viewing habits of Wiregrass households.
YouTube Pre Roll drove direct, measurable referral traffic increases for Toyota and Stellantis. When budget ran, those rooftops moved. The channel generated 93% more views than the prior year with 87.8% of all watch time happening on connected TV screens, not phones.
Organic search data is the most honest signal of brand awareness. When consumers search for "Mitchell Automotive" without being prompted that's unaided recall. That's brand equity. And D2 moved it dramatically.
A key differentiator in D2's strategy was connecting Mitchell Automotive's 35 year community legacy to the brand narrative. The campaign wasn't just about selling cars it was about reinforcing that Mitchell is a community institution that earns trust by showing up.
Event sponsorships, "Mitchell Cares" integration, and community focused creative drove the highest content completion rates in the campaign.
"Mitchell Automotive has become synonymous with local pride, family fun, and giving back. We don't just advertise we show up."
D2 Advertising builds full funnel campaigns that put dealer groups on the map and keep them there. Let's talk about what's possible for your market.
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