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CASE STUDY

Al Hendrickson Toyota & Norm Reeves Genesis of Cerritos

Featured Client

The Challenge

After identifying a missed opportunity to connect with their communities, Al Hendrickson Toyota and Norm Reeves Genesis of Cerritos wanted to put together a marketing strategy that would speak to the local demographics that weren’t being reached with their current approach.

Solution

By incorporating the right language, dialect, and colloquialisms, Stream was able to help both clients reach the local Hispanic and Korean audiences through social media, DAA ads, online video, Connected TV, and Connected Radio.

Our Conclusion

Adjusting their marketing strategy to represent and reach local demographics with the proper dialect and on their preferred platform yielded a higher click-through rate.

Representing the Target Audience Matters

Prior to rethinking their strategy, Al Hendrickson Toyota’s marketing did not mirror their community. The messaging failed to resonate with local ethnicities, specifically South Florida’s Hispanic population. Representation matters in both media and marketing. According to the Kantar 2021 U.S. Monitor report, 88% of Hispanics say they appreciate a
business that speaks to them in Spanish.

While online translation services had been used before, interviewing and using internal talent who were actually members of those ethnic communities proved to be far more effective. This allowed Stream and the dealership to tailor their messaging to the appropriate language, dialect, and phrasing used throughout the local community.

Along the same lines, Norm Reeves Genesis of Cerritos was starting from scratch. After launching in July 2021 and being open for five
months, they realized that the Korean community made up a large portion of the Genesis market.

In November of that same year, Stream helped implement a similar strategy that would allow them to reach local Genesis buyers. To focus on reaching Southern California’s Korean population, targeted ads were featured on Korean Connected Radio and Korean Daily, a local newspaper.

As a result, Norm Reeves Genesis of Cerritos became the top-selling Genesis dealer in the U.S in August 2022 and was awarded Top Genesis
Store as of last month’s dealer meeting.

Efficient Increase in Click-Through Rate

On top of drawing in more traffic on social media, Stream and Al Hendrickson Toyota also saw an increase in click-through rate (CTR). Additionally, the new approach ended up being more efficient, too. Both overall monthly spending and cost per landing page were lower when retargeting the Spanish speaking community.

Click-Through Rate (CTR)

  • Spanish Retargeting – 7.33%
  • Spanish Interest – 3.9%

Cost per Landing Page View

  • Spanish Retargeting – $.29
  • Spanish Interest – $.47

Monthly Spending

  • Spanish Retargeting – $526.19
  • Spanish Interest – $961.31

Likewise, Norm Reeves Genesis of Cerritos saw exponential growth in both CTR and Total Impressions, while only spending approximately $750 on their campaign.

Connecting to Cord Cutters

In addition to crafting social media ads that look and sound like people in the community, Stream also helped Al Hendrickson Toyota design a strategy around reaching cord cutters. Using connected products, such as video streaming, Connected TV, and Connected Radio, the right messaging could reach the right people on the right platform.

With 58% of Hispanics in the U.S. under the age of 34, leads are more likely to connect with a brand through streaming and social media. Plus, Hispanics also spend more time streaming content than non-Hispanics.

Percent or Time Spent Streaming Video

Percent or Time Spent Streaming Video

Meanwhile, on the other side of the country, Norm Reeves Genesis of Cerritos invested in reaching interested leads and local Korean Americans through Korean Connected Radio. Month over month, the campaign’s Reach, Audio Impressions, and Average % Listened To numbers all increased.

Impressions chart

By using messaging that speaks to local ethnic communities in their language, Stream has helped both Al Hendrickson Toyota and Norm Reeves Genesis of Cerritos establish an effective and efficient way to reach their audience.

Connect Authentically. Perform Exceptionally.

By embracing cultural nuance and local language, these dealerships saw stronger engagement, higher CTRs, and top national rankings—without increasing ad spend. If you want campaigns that truly resonate with your community, we’re ready to help.

Let’s Build a Strategy That Reflects Your Market.

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