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KIA of Nutley

About This Project

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Increased brand awareness, social presence and reputation


Nutley Kia is a family owned Kia dealership in New Jersey. They have been heavily involved in the local community since 2005. Specializing in new and pre-owned vehicle sales, service and parts.

The Situation:

Nutley Kia came to Pepper Gang looking for assistance in growing their reach in their local area. They wanted their presence to be felt in their local community. Unfortunately their social media presence didn’t do much more than showcase their sales offers. Their content wasn’t consistent with the audience of their brand, and they weren’t providing anything of value to keep people coming back or to engage them. Their goal was to show their local area that they are different, however their campaigns seemed similar to many other brands out there.

They hoped to increase brand awareness, build brand loyalty and engagement as well as manage their brand reputation.

The Solution:

Pepper Gang took on this task with enthusiasm. Knowing that extensive research and planning would be involved in understanding the local markets unique needs and the brands unique voice. Pepper Gang put together a plan to hit engagement goals and provide value that would bring more fans and followers to their social pages as well as increase the engagement of those followers. Below is how Pepper Gang tackled the situation:

  • Extensive research to understand the target geographically, age, interests, gender and an intimate understanding of the dealership and the people behind the brand
  • Built a full plan and strategy to focus on social media platforms most relevant to the brands target audience
  • Created an extensive editorial calendar to identify content opportunities custom for Nutley Kia’s audience including educational information and tips. Then implemented and tested engagement elements.
  • Targeted by design, built custom interactive elements and engaging imaging and content
  • Built a custom advertising campaign used to expand reach
  • Connected social media efforts between platforms
  • Partnered with complimentary businesses to cross-promote and build awareness in the local community
  • Created engaging programs, offers and Spot A Kia Sweepstakes to get the local target excited, willing to participate and spread the word
  • Spot A Kia Sweepstakes sought to increase brand exposure and awareness in the New Jersey area and local community, differentiate Nutley from competing dealerships, and show Nutley’s dedication to giving back to the community by giving the winner an all-expense paid trip to Atlantic City

The Results:

Nutley Kia’s social media platform soon became a customer service platform. After only a few short months, social media engagement from fans and followers increased to over 5,000 Facebook fans and over 300 followers on Twitter from the local area. Pepper Gang turned their inconsistent, ‘salesy’ social focus into a presence that provides valuable information, updates and influence in the area.

With the help of Pepper Gang’s unique approach to proactively target and speak to the dealerships local area, Nutley Kia is becoming a place for locals to tune into for updates on events, local happenings as well as a trusted source for businesses they’ve partnered with. Nutley Kia is now excited about the opportunities coming their way and is becoming a more and more recognized name in their local area.

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