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:

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:

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.

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.

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

There's also just a lot of improv.

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

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

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

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

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

Where can I watch THE ENTIRE SERIES!!?