From stock to standout: driving forward Demon’s digital marketing

Fuelling a strategy that targeted new audiences

While the parent company Drivespeed Leasing has been around for several years, Demon Conversions was a completely new name on the modified vehicle scene.

Demon found themselves amongst established competitors with a new website that had just gone live in late 2024.

They needed to build awareness, enquiries and a social media presence to reach their two core audiences – tradies and couples with disposable income.

A strategy to drive demand, visitors and enquiries to the Demon website

The modified vehicles demand attention on the road, and we wanted the same to be true online.

We had to capture attention through high-impact, aspirational video and static assets, and then follow up with the detail around leasing.

The core vehicle ranges had very specific audiences, so we planned to lean into the drivers for each persona, to position their dream vehicle as a reality with finance options to suit their needs.

Organic search is also a key touchpoint for those seeking Demon’s services. Starting from scratch, we needed a strategy to elevate their visibility across both traditional and generative AI search.

Changing gears on targeted content

Demon offer leasing, which is often flagged as a financial product and service and rejected by Meta.

To work around this, we applied special ad category status to our campaigns. This feature, while necessary, would also mean targeting by age, gender, location and some interests would be restricted, so ad creative (along with Meta’s machine learning) would be essential to our success.

We combined aspirational short-form video, lifestyle photography and relatable lo-fi content along with partner collaborations to drive engagement by sparking immediate search traffic, clicks, and social shares.

Then, we used lead generation campaigns on Google and Meta ads with more sales-based messaging and creatives, designed to entice customers to get in touch.

To grow Demon’s organic and AI search visibility, the focus was on optimising the website itself.

Through topic mapping, we ensured each page clearly serves user intent, then created optimised title tags and meta descriptions.

We also refined the body copy for optimal structure and depth, benefitting topical authority, readability and AI parsability.

Moving the needle with some serious horsepower

Within 12 months, we achieved:

• Annual leads 22% above target
• 1,178% increase in site traffic overall
• 834% growth in social audience across all platforms
• 113% full-year increase in social engagement
• 136% increase in organic sessions

When it comes to AI search, Demon are being cited 21.7% more often than their nearest competitor, as well as appearing as the first or second brand 46% of the time in AI responses, compared to their competitors.

... and there’s still plenty of gears to go!