Mazda Dominicana

Challenge

In August 2021, Mazda Dominicana faced a challenge: their social media presence was stagnant, and the accounts were not very active or visible in the digital space. With the regional launch of the new Mazda BT-50 pickup, the brand needed to re-energize its platforms, connect with potential buyers, and increase visibility in the Dominican market.

Solution

Starting on August 19, 2021, Antonio Puesán and El Clubhouse Media designed and executed a digital content strategy around the Mazda BT-50 launch event. This included:

• Audiovisual content with teaser posts and event invitations.

• Activation of Facebook, Instagram, and streaming platforms for real-time coverage.

• Analysis of audience behavior and recommendations for deeper engagement.

• Insights on boosting reach through influencers, behind-the-scenes content, Instagram Stories, and interactive features (polls, reels, stickers).

Results

• Massive engagement growth in one week:
  • +5150% on Facebook
  • +3546% on Instagram

• Reach skyrocketed:
  • +1640% on Facebook
  • +4000% on Instagram (Aug 19–27, 2021)

• Instagram Highlight (IGTV, Aug 26, 2021):
  • 2,549 views
  • 53% of viewers were non-followers — expanding beyond the core audience

• Facebook Highlight Video (Aug 19, 2021):
  • 449 reactions
  • 17 comments
  • 5 shares

• Organic community expansion with stronger engagement ratios despite limited paid ads.

Highlights

• Strengthened Mazda Dominicana’s digital visibility during the BT-50 launch.

• Positioned Mazda content to attract new audiences — over 50% of Instagram views came from non-followers.

• Established a roadmap for future growth through influencers, reels, and interactive campaigns.

• Insights contributed to long-term recommendations, emphasizing humanizing the brand with behind-the-scenes content.

Conclusion

The Mazda Dominicana project showed how a consistent, creative digital push can revive dormant platforms and create momentum around a product launch. By blending audiovisual storytelling with engagement-driven strategies, Antonio Puesán helped Mazda strengthen its online presence and drive conversations in a competitive automotive market.

Important publications

• https://www.instagram.com/p/CSxcBCWgF5s/
• https://www.instagram.com/p/CS7VeuCg-6D/