Case Study: PJ Nicholls

Our mission with a family-run Ford & SsangYong dealership in Worcestershire & Gloucestershire.

Personal Service

No Automation

Small Team

A dominant blue company logo with writing and 6 logos.


PJ Nicholls is a local Ford & SsangYong dealership with showrooms across Pershore, Evesham, Malvern, and Tewkesbury.

Established in 1984, this family-run business remains independent and family owned to this day, with core values in place across car and commercial vehicle sales, aftersales, fuel forecourts, Spar shops and TentBox models.

Striving for excellent customer service and a fair and honest pricing policy, this spans across their entire business whether you are buying a new or used vehicle, booking an MOT, filling up on fuel or simply buying a sandwich.

Life before Infinity Digital

For years, the team at PJ Nicholls have delivered a variety of digital and traditional marketing campaigns; pushing the boundaries, trying out new technologies and platforms with both in-house and agency support.

With the launch of the SsangYong and TentBox franchises, Tom and Adam Nicholls were looking to expand their offering to the local community, which they have been proudly serving for years.

With a pretty scattered marketing plan for 2022, it was time for a fresh perspective and intro #teaminfinitydigital…

A tentbox on top of a car with a smartphone notification preview in front of it.

How Have we helped in social media?

With a strong and growing presence on social media, defining a clear strategy for the dealership required further experimentation with content and messaging.

Using existing content from their website, we were able to produce and test new animated graphics and videos across all of their active social media profiles. Within the first few months, we also tried out a new concept we call ‘Content Days’, where we spend time with a client on-site to take photos and videos for multiple content outputs – this was not only super fun driving round all the vehicles, but meant we were productive in our social media scheduling for the next 6 weeks!

From March this year, we have seen an increase in followers and engagement across Facebook, Twitter, Instagram, and LinkedIn.

Facebook has seen a 281% increase in reactions, 40% increase in comments and shares. Twitter has seen a 104% increase in likes, 16% increase in retweets and 3% increase in replies. All of this in just a matter of months, so we’re looking forward to watching this grow further.

How have we helped in paid media?

As well as supporting in social media, we’ve also been working on a variety of PPC campaigns across Google Ads and Meta Ads.

In paid search alone, we have been able to generate an extra 33.3% of traffic to the main website which resulted in 35% of new users being exposed to the brand for the first time.

So far, we have delivered 5 Facebook and Instagram campaigns with daily budgets ranging from £5-£10. Since March, the total ads spend has been £435 which has resulted in 3,523 genuine link clicks, 223k impressions and £0.12 per click.

A screenshot of a Facebook carousel advert with text, emojis and an image of a transit minibus
A large red pick up truck parked on grass with a billboard in the background

How Have we helped in sponsorships & PR?

It doesn’t just stop at digital; we’re supporting PJ Nicholls offline too. This year, we were able to help them with a PR campaign for their sponsorship with Worcester Racecourse.

From designing and sourcing banners, digital adverts, signage for their chosen vehicle and a press release, we were able to create exposure for them within the local community and with the help of You Do Better.

Worcester News Story

Press Release

"Having recently come under new management, I did not know where to start when it came to the marketing growth of Go Aqua. Luckily for us, we have the Infinity Digital team behind us. They have been able to spring into action and show us where we can attack, where our competitors weren't, and we're already seeing results after only a few months. Could not recommend them enough."
Emma Hardy
General Manager

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