From Awareness to Action: How a Regional Home Builder Drove 142% More Leads

The dealership had established a foothold through its existing broadcast and OTT presence on WXIA and Premion, but the strategy had plateaued. It needed a fresh approach — one that would expand reach beyond its current audience and authentically connect with sports enthusiasts across the Atlanta market, a passionate and purchase-ready demographic that had not yet been meaningfully engaged.

• Existing media presence with WXIA/Premion was established but had grown stagnant
• Needed to expand reach and engage a new audience — Atlanta sports enthusiasts
• Required a year-long strategy with consistent messaging and seasonal relevance
• Sought to drive measurable showroom traffic and customer engagement, not just impressions

This Atlanta-area Kia dealership became a new client in August 2024. The relationship was initiated through CMG's annual automotive study — a data-driven conversation starter that opened the door to a deeper discussion about media strategy and growth opportunity. From there, the partnership evolved into a full-year campaign built around broadcast television and the live sports audience.

What made the relationship a natural fit: the dealership already had brand recognition in the market but needed a smarter approach to reaching a broader, more engaged audience, particularly sports fans, and driving meaningful showroom activity.