Nima Grup d'Automoció
Three years managing digital lead acquisition across six brands for Nima Grup d'Automoció.
Under a single umbrella, Nima Grup d'Automoció runs a sizeable portfolio of brands, among them Audi (Vilamòbil), Ford (Tarraco Center), Volvo (Diselauto Tarraco), Jaguar and Land Rover (Full Traction) and Autokolecció, its multi-brand used-vehicle marketplace.
For three years (2019, 2020 and 2021) Artick was responsible for digital lead generation across these 6 brands of the group: annual strategy, a monthly media plan, landing page design, SEO audits, management of Facebook, Instagram, LinkedIn and Google Ads, and consolidated reporting to management. Always-on work with one-off activations for the calendar's major milestones (ExpoFira Reus, Black Friday, Movember Volvo, Selekt Days).
Six brands, one group: from premium to used cars
Each brand demanded its own tone, its own creative and its own media plan. The campaign architecture was built so every dealership had its own voice without losing the group's coherence.
Coordinating digital lead generation for six brands without cannibalising one another
Each brand had its own audience, its own product line-up, its own commercial objectives and its own activation calendar. The challenge was to build a media architecture able to manage all of that simultaneously, month after month, without campaigns clashing between brands within the same group.
On top of that came a relatively confined geographic market (Tarragona, Reus and their catchment area) where competition between official dealerships and multi-brand used-vehicle platforms is intense, and where cost per lead climbs quickly if targeting isn't fine-tuned.
Four channels, three pillars (new · used · brand), one single roadmap
Each brand split its investment across three pillars: new-car offers, used-car offers and brand building (always on). On top of that, a calendar shared across the group with the year's milestones.
2.409 leads · six brands in parallel
Consolidated results across the three years of partnership. Audi and Ford accounted for 60% of total volume and the best cost per lead; Volvo absorbed a larger share of investment given its premium brand profile; Autokolecció acted as a multi-brand connector, channelling the group's used-vehicle business and the ExpoFira Km0 leads.
The recurring plan, with the year's milestones on top
On the always-on base, four milestones shared across the whole group were activated each year. Each with its own landing page, its own media mix and a budget separate from the recurring plan.
Three years, six brands, one single digital operation
Multi-brand management proved efficient from the outset: four of the five active brands (Audi, Ford, Full Traction and Autokolecció) worked at the same order of magnitude in cost per lead, and together they accounted for 95% of the volume captured. Audi and Ford led on total volume, while Autokolecció acted as a multi-brand connector channelling the group's used-vehicle business.
The special activations —ExpoFira Reus, Black Friday, Movember and Selekt Days— were woven into the annual plan without cannibalising the always-on work. The partnership held for three years, weathering even the most difficult period of the pandemic.
"We needed an agency that understood we weren't a single dealership, but six distinct brands operating under one roof. Artick set up the group's digital operation and sustained it for three years, brand by brand, month by month."
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