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Healey Brothers Auto Group became the first auto company to test and pilot Pinterest’s shopping solutions, and the platform shared details on that initiative at the Digital Dealer conference in Tampa, Fla., Tuesday.
Pinterest said Healey Brothers teamed up with media agency Dealers United to upload its vehicle inventory into catalogs, and the resulting Product Pins contained information on each vehicle such as availability, key descriptions and price.
The auto group and the agency also tapped the platform’s product feed, which automatically updates every 24 hours, to keep potential customers informed on the latest inventory.
Healey Brothers sold more than 150 vehicles over a three-month period that it was able to track directly to their exposure on Pinterest and, as a result, it expanded its strategy to include the awareness objective, resulting in a 43% drop in cost per vehicle sold.