Shults Auto Group · Brand Character · Meta + Connected TV
Shults Auto Group
Meet Derek.
A character campaign built to make a dealer group impossible to forget — across social and the living room.
The Challenge
Be remembered, not just seen.
Deal spots drive leads today, but a dealer group also needs a face — something that builds familiarity and trust over time. Shults needed a brand campaign with a creative hook strong enough to carry across very different channels.
The Work
Meet Derek — one character, every screen.
We built “Derek,” a recurring brand character, into a full creative system — Sign Spinner, Finger Guns, The Announcement, The Waiting Room and more — and cut all 20+ versions for both Meta and MNTN Connected TV. Then we ran it like a performance campaign for six straight months, auditing delivery and rebalancing budget toward the cuts that earned attention.
The Result
$98.9K of media across two channels, 676K reached.
Over six months we put $98,923 of media to work across two very different channels — Meta for precision and interaction, MNTN Connected TV for living-room reach. Connected TV alone reached 584,000+ people, completed 98% of the spot, and drove 6,293 view-through site visits; Meta carried 2,180 social interactions. Together the campaign reached 675,000+ people — and ongoing optimization keeps pushing budget toward the creative that works.
By the Numbers
Meta
Social — precision & interaction- Spend
- $20,925
- Impressions
- 720,704
- Reach
- 91,134
- Interactions
- 2,180
Connected TV
MNTN — living-room reach- Spend
- $77,998
- Impressions
- 801,203
- Reach
- 584,758
- Completion rate
- 98%
- Conversions
- 415
- View-through visits
- 6,293
The Spots
A handful of the 20+ cuts — Derek ran in :15 and :30, across Meta and broadcast.