carolina auto auction

DESIGNER & CONTENT CREATOR - ANDERSON, SC

background

Carolina Auto Auction is a dealer-only wholesale auction and one of the largest in the Southeast. Known for strong relationships and a community, the company became fully independent in 2024 after splitting from its Indiana-based sister auction, prompting a full brand reset: including new social media from scratch.

the ask

Reach younger dealers through our new online presence (hi, Gen Z 👋) without losing the Millennial, Gen X and Boomer crowd that got us here. Keep it fresh, funny, and true to the humor our audience already loves. Perfecting our balanced strategy of leveling up our reach and relevance, while also being informative!

brand personas

what i did

I partnered with the Marketing Manager and Marketing Specialist to build and execute a real-time and post-event content strategy. I captured dynamic visuals using both DSLR and iPhone cameras and led the recording and editing of video content for scheduled live broadcasts on social platforms.

I created and managed a detailed content calendar following a everyday content schedule aligned with our events and sales schedule, ensuring consistent, high-impact storytelling across Facebook, Instagram, and LinkedIn. My work supported broader marketing efforts, including dealer engagement, email campaigns, and themed promotional events like CARnival and Savannah Bananza.

approach

Since CAA had just restarted its social media presence, my focus was on rebuilding engagement from the ground up. I leaned into what made the auction special: our people, our culture, and our energy.

To do that, I captured behind-the-scenes moments, real-time reactions, and the community vibe that dealers love. I created short-form videos and photo content that felt authentic and in-the-moment, which helped boost engagement and grow our audience as we reintroduced the brand online.