The "CarShop" campaign by Daniel Brian Advertising aimed to establish a premium brand for Penske Automotive Group’s CarShop. The strategy included creating a human and humorous branding approach, launching vehicle-specific search and social campaigns, and leveraging hyperlocal digital marketing. The campaign integrated BuyerBridge to match inventory with social user profiles, resulting in a measurable ROI. Key results included a $15.78 cost per conversion and a significant increase in clicks and impressions.