FAIRFIELD, CA – Copart, Inc., an online vehicle auction company, announced it realized an increase in members that registered through its Facebook page, after launching a new marketing strategy using social networking as an additional platform to reach new audiences. To test out the new approach, Copart teamed up with Roush Fenway Racing driver Carl Edwards for a promotion and online charity auction of his personal memorabilia, where participants bid on Edwards’ Harley Davidson and other race merchandise.
Copart.com – partnered with Carl Edwards – raised a total of approximately $8000 through the auctioning of Edwards’ race memorabilia, for a charitable donation to benefit the non-profit organization Back2Back Ministries’ orphan care program in Monterrey, Mexico. Participation in this charity auction came from all over the world, as buyers from Copart’s U.S. and global base joined in to place their bids.
Copart used social networking platforms including a new Facebook page, YouTube and other online advertising sources, and blogging to introduce fans to Copart.com. The social platform drove people to become members for free and, if interested, participate in the charity auction. More than fifty percent of the buyers that bid on Edwards’ memorabilia were new buyers acquired through Facebook from the promotion.
After launching this strategy, Copart saw an increase of new unique buyers to its member base, who registered through Facebook. The organization successfully began the growth of its presence in the social media world. In a mere three weeks time, Copart’s Facebook fan base, which launched on Nov. 1, doubled in size.
“The launch of our social networking platform has proved a success in spreading awareness of our brand and our services. As a technology-driven company, a strong social media presence is imminent to the future of our business,” said Jay Adair, CEO, Copart Inc. “We are eager and excited about what lies ahead , and where this new strategy will take Copart, as we continue to develop our presence on the social networking scene.”