CASE STUDY:
HendrickCars Campaign
Hendrick Automotive Group sought to revolutionize how customers searched for vehicles by centralizing the inventory of over 125 dealerships across the country into a single website: HendrickCars.com. I spearheaded the strategy, branding, and campaign development to launch and promote this innovative platform. The campaign included a high-profile brand activation that leveraged HendrickCars.com’s NASCAR sponsorship to maximize visibility and engagement.
Scope & Objectives
Develop a unified strategy and brand identity for HendrickCars.com to position it as a premier destination for new and used car buyers nationwide.
Design a customer-centric website that integrates the full inventory database of over 125 dealerships, offering seamless search and purchase experiences.
Increase brand awareness and audience engagement through a targeted activation and awareness campaign.
Leverage NASCAR sponsorship opportunities to promote the website and attract a national audience.
Solutions and Approach
Conceptualized and designed the HendrickCars.com website, integrating advanced search functionality, detailed vehicle listings, and user-friendly navigation to simplify the car-buying process.
Created a cohesive brand identity for HendrickCars.com, including a distinctive logo, messaging framework, and visual guidelines to unify the campaign.
Developed and launched a strategic brand awareness campaign, leveraging digital advertising, email marketing, and targeted promotions to attract customers to the platform.
Designed and implemented a high-profile brand activation by sponsoring select NASCAR races, prominently featuring the HendrickCars.com logo on race cars and event materials to reach millions of viewers.
Collaborated with cross-functional teams to ensure consistent messaging and seamless execution across all promotional efforts.
Outcomes and Results
Successfully launched HendrickCars.com as a nationwide vehicle search platform, driving a 50% increase in website traffic within the first six months.
Enhanced customer engagement and lead generation, resulting in a 30% growth in dealership sales attributed to the website.
Strengthened the HendrickCars.com brand through the NASCAR sponsorship, reaching millions of racing fans and expanding awareness across the country.
Established HendrickCars.com as a trusted, go-to resource for car buyers, earning positive feedback from both dealerships and customers.
Positioned Hendrick Automotive Group as an innovator in the automotive retail space, further solidifying its market leadership.
Meet Chris McCarthy
Brand Growth Advisor
Hi, I’m Chris McCarthy, a brand strategist, designer, and marketer. Over the past 25 years, I've had the opportunity to work with some of the world’s most recognized and respected brands, including Penske Automotive Group, Ford Motor Company, MGM Resorts, Caesars Entertainment, The Hard Rock Hotel, The American Red Cross, and the City of Las Vegas.
As a trusted brand growth advisor, I help businesses create strong brand identities and implement strategies that truly connect with their audiences, leading to significant growth. I enjoy mentoring and coaching others in brand strategy, and it’s been incredibly rewarding to help countless business owners and designers take their branding to the next level.
My career has been all about continuous learning and striving for excellence. I’ve dedicated myself to understanding what makes brands successful and have developed innovative strategies that consistently deliver results.
Trusted by The Biggest Brands
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About Chris McCarthy
Brand Growth Advisor
Hi, I’m Chris McCarthy, a brand strategist, designer, and marketer. Over the past 25 years, I've had the opportunity to work with some of the world’s most recognized and respected brands, including Penske Automotive Group, Ford Motor Company, MGM Resorts, Caesars Entertainment, The Hard Rock Hotel, The American Red Cross, and the City of Las Vegas.
As a trusted brand growth advisor, I help businesses create strong brand identities and implement strategies that truly connect with their audiences, leading to significant growth. I enjoy mentoring and coaching others in brand strategy, and it’s been incredibly rewarding to help countless business owners and designers take their branding to the next level.
My career has been all about continuous learning and striving for excellence. I’ve dedicated myself to understanding what makes brands successful and have developed innovative strategies that consistently deliver results.
Trusted by The Biggest Brands
