Driving Auction Success: How Granular Boosted Mecum Auctions’ Consignments and Engagement Through Multi-Channel Digital Strategy
Mecum Auctions is the world's largest collector car auction company, renowned for its extensive inventory of classic and collector vehicles, vintage motorcycles, and Road Art. Hosting over 20 live auctions annually with a powerful in-person and online presence, Mecum connects buyers and sellers through iconic, high-energy events that continue to set benchmarks in the automotive auction industry. 
The Opportunity:
Mecum needed to feed a year-round pipeline of consignments, bidder registrations, and ticket pre-sales, all timed to tight auction deadlines, while keeping acquisition costs in line. Results were heavily dependent on basic Google Search bursts, with limited presence on Meta and no structured programs on Microsoft Ads or Programmatic Video. Conversion tracking was also patchy and not reliable.
Granular’s Solution:
To help Mecum achieve measurable growth and operational efficiency, Granular implemented a multi-platform, data-informed strategy that balanced short-term conversions with long-term brand growth:
Key Tactics Included:
- Auction-Specific Campaigns: Targeted efforts for included ticket, registration, and consignment pushes both pre-auction and during the auction.
- Diversified Spend and Ad Channels: Beyond Google, leaning on Meta, Bing, and high-impact Programmatic Video and Display to reach affluent car enthusiasts.
- Built An “Always-On” Framework: Focused on both dealer and non-dealer consignments, advanced discounted ticket sales, bidder registrations, and Road Art/Mecum On Time consignment and registrations, drive consistent traffic and conversions.
- Google Ads Expansion: Deployed campaigns across Google Search, Performance Max, Display, and YouTube for broader funnel acquisition. There was also a reduction in branded search cost, which was not producing incremental conversions.
- Programmatic & CTV: Enhanced brand visibility with programmatic video and connected TV (CTV) ads, contributing to a 75 % YoY increase in impressions.
- Refined Targeting: Geo-targeting was optimized for key markets with upcoming auctions, ensuring ads were timely and relevant, especially across programmatic, Meta, and YouTube placements.
- Refreshed Creative & Testing: Rolled out new videos, images, and carousels weekly. Consulted on the development and testing of high-performing visuals and video content
- Refined Audiences – Applied additional layering of household income to target luxury audiences potentially in the market for high-value vehicles over $1M.
- Fixed Measurement – Reactivated Bing pixel, unified UTMs, and mapped GA4 events so every channel reports true cost-per-conversion.
The Results:
Mecum Auctions saw remarkable growth across the board, driven by a strategic mix of channel expansion, creative innovation, and smart targeting. Here’s a breakdown of the year-over-year performance improvements:
- Consignments +651%, a huge lift that feeds Mecum’s core revenue engine.
- Tickets sold +52%, showing stronger audience interest and auction attendance.
- Bidder registrations +101%, bringing more qualified buyers into the funnel.
- Overall conversion increase of +96%
- Impressions +75%, extending Mecum’s brand reach to new audiences.
- Ad spend increased only +36%, while performance gains far outpaced the budget increase.
- Cost per acquisition -30%, a major efficiency win.
- YouTube channel growth >139K subscribers, expanding Mecum’s owned-media reach.
As Mecum heads into upcoming auctions, the focus remains on scaling what works: optimizing platform performance, evolving creative strategies, and refining targeting to drive sustained momentum. With a powerful combination of data-driven strategy, creative innovation, and platform expansion, Mecum is poised to deliver even greater results and continue redefining success in the auction space.
Questions?
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