Case Study: Mohawk Chevrolet’s TikTok

Case Study: Mohawk Chevrolet’s TikTok

This brand is killing it on TikTok and I was lucky enough to be one of their first 30k followers because they will be at a million soon. If you are unfamiliar with Mohawk Chevrolet’s TikTok - take a look. Their content is engaging, funny, and leaves you wanting more.

They are not the first office to do something similar (and shoutout to The Office for the inspo) on TikTok but they are blowing up, being consistent and just doing it right - I honestly hope it brings them some attention from the Chevrolet corporate office and some car sales.

Here are some of our favorite videos:

If you scroll a bit, you will see this is new for the account - they have tested some pretty “expected” content from a car dealership. Shoutout to them for allowing their team to shoot this content. Getting multiple people in an office to agree to be in content (and not be awkward about it) is really hard. That is a HUGE part of the success here.

So, why does this content perform so well?

  1. Main Character Energy: The main girl in their videos definitely brings the personality. She is in full character and doesn’t let us down. This is HARD to come by - you need the right creator for your content to perform well.

  2. TV Show Vibes: Making series from your content allows viewers to know what to expect and to look forward to something. TV has been getting it right for years, why are we not doing the same with social content?

  3. Insight to the Team: People LOVE to feel like they get to know the team - and getting your team involved can be hard. They kill it with this!

  4. Generally Entertaining: Enough said.

  5. Somewhat Nostalgic: Some of the content really makes us feel like we are rewatching The Office - even some song selections are really targeting millennials. Nostalgia is powerful even when done very casually/minimally.

Anna Sullivan