Coys of Kensington is an international auction house specialising in classic and exotic racing cars. As acclaimed leaders in the classic car market, often some the world’s rarest and finest automobiles are consigned.
As Coys is a company operating in a traditional field, we encourage them to think about digital and the impact it has on their business. Our observations saw a shift in buyer behaviour with more people turning to digital comparison sites, bidding software and social media.
In order to stay ahead of the competition, we knew that the traditional catalogue by post is not a sufficient long-term marketing strategy. We believe that digital marketing is equally as important. Hence, our expertise in both the automotive market and digital space enabled us to take full control of their digital marketing.
The campaigns included paid social media advertising, Google search engine optimisation, copywriting, and photography/videography. These we applied to international auctions alongside the Goodwood Revival, Festival of Speed, Autosport International and Monaco Historic Grand Prix to name a few.
For each auction we created both a social experience and an advertising campaign to take Coys’ cars from country to country. The vehicles for these conversations are mainly Twitter, Facebook, Instagram and Google.
The implementation of targeted advertising spread the message even further. We reached an additional 200,000 people per auction and drove additional website sessions by over 60,000 per auction calendar.