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First, some background. Back in January, Mohawk Chevrolet tested a mockumentary-style TikTok post. It took off. Since then they have published nine “episodes”, which have a cumulative viewership of 5.7M on TikTok alone. Here's a clip from one of their most popular episodes:

349,865 Aufrufe • vor 1 Jahr •via X (Twitter)

11 Kommentare

Profilbild von Rachel Karten
Rachel Kartenvor 1 Jahr

A car dealership in Ballston Spa, NY is turning out Emmy-worthy videos on TikTok. The best way to describe Mohawk Chevrolet’s strategy is if The Office took place at a car dealership. I interviewed the (very funny) woman behind them, Grace Kerber. Here’s what I learned:

Profilbild von Rachel Karten
Rachel Kartenvor 1 Jahr

The series is helmed by Grace Kerber, who is nine months into her first job out of college. She partners with Ben Bushen, who has shot video for the dealership’s marketing team for the past 5 years, after offering to edit a video a few weeks into a job as a delivery coordinator.

Profilbild von Rachel Karten
Rachel Kartenvor 1 Jahr

A recurring theme in my newsletter is this idea that brands should treat TikTok like TV (cc @adamfaze). Like with every good TV show, there are fans of Mohawk Chevrolet.

Profilbild von Rachel Karten
Rachel Kartenvor 1 Jahr

Here’s how the Mohawk Chevrolet team makes an episode of “The Dealership”

Profilbild von Rachel Karten
Rachel Kartenvor 1 Jahr

There's also just a lot of improv.

Profilbild von Rachel Karten
Rachel Kartenvor 1 Jahr

We love to see it. Mohawk Chevrolet has had people come in after seeing their TikToks.

Profilbild von Rachel Karten
Rachel Kartenvor 1 Jahr

Also thought this stat about the SEO for the dealership was particularly fascinating.

Profilbild von Rachel Karten
Rachel Kartenvor 1 Jahr

Chevrolet corporate has commented on one of their TikToks. So far, no other communication has been had.

Profilbild von Rachel Karten
Rachel Kartenvor 1 Jahr

In terms of what’s next for “The Dealership”? Grace knows the audience wants more.

Profilbild von Rachel Karten
Rachel Kartenvor 1 Jahr

You can read my full interview with Grace Kerber, Digital Branding Creator at Mohawk Chevrolet, here!

Profilbild von Benjamin 🧢
Benjamin 🧢vor 1 Jahr

Where can I watch THE ENTIRE SERIES!!?

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