Objective
Clark Knapp Honda aimed to:
- Increase visibility and demand for certified pre-owned vehicles
- Differentiate its pre-owned inventory from standard used vehicle offerings
- Reach high-intent, in-market shoppers through premium digital channels
- Strengthen brand perception around quality, reliability, and trust
- Drive measurable growth in certified pre-owned sales
Solutions
Stirista partnered with Clark Knapp Honda to develop and execute the “Pre-Loved” Certified Pre-Owned campaign, designed to reframe how consumers perceive pre-owned vehicles.
Campaign Strategy:
- Positioned certified pre-owned vehicles as premium, reliable, and backed by warranty, rather than “used”
- Built a distinct “Pre-Loved” brand identity and messaging framework to emotionally resonate with buyers
- Focused on quality assurance and peace of mind, aligning with Honda’s CPO value proposition
Channel Execution:
- Connected TV (CTV) as the primary activation channel to drive high-impact awareness and engagement
- Acquisition Email campaigns to reach targeted audiences and drive site traffic
- Display creative development to support broader paid media efforts through additional vendor channels
The “Pre-Loved” positioning gave Clark Knapp Honda a clearer, more differentiated way to tell its certified pre-owned story and connect with shoppers on a more emotional level.As Michele Sparks, Marketing Director at Clark Knapp Honda, shared:
“Certified pre-owned has always been a strong opportunity for Clark Knapp Honda, but we wanted to tell that story in a more emotional and memorable way. Stirista helped us position our CPO inventory as ‘Pre-Loved,’ which gave the campaign a clear identity and helped shoppers see these vehicles as high-quality, trusted, and backed by the Honda experience.”
Results
- Ranked Top 10 Honda dealerships nationwide for certified pre-owned sales
- Out of 1,074 dealerships across the U.S.
- Achieved #5 in the U.S. in March for certified pre-owned sales
- Delivered certified pre-owned sales 10–22% above regional benchmarks
Beyond performance metrics, the campaign drove meaningful business impact by increasing visibility and demand for one of the dealership’s most important revenue drivers. As Andy Moreno, General Sales Manager at Clark Knapp Honda, noted:
“The campaign gave our team stronger visibility around one of the most important parts of our business. By creating more awareness and demand for certified pre-owned vehicles, Stirista helped support real sales momentum and reinforced why Clark Knapp Honda continues to be a top performer in CPO.”
