A Nottinghamshire motor dealership has gone viral after stepping up its social media content and clocking up millions of views for its light-hearted videos.

From showroom sprints to musical-theatre flair and impressive acrobatics, NK Motors has proven that car sales social media content does not have to stay in the slow lane.

The business, which operates across Chilwell, Long Eaton, and Derby Pride Park, says its online audience has grown rapidly since it brought marketing in-house and gave its team the creative freedom to produce what it openly admits is ‘wacky, weird and wonderful’ content that steers away from traditional motor trade promotion.

Sanj Kumar, managing director of NK Motors, said:

“We wanted our social media to reflect the energy, enthusiasm and personality of our teams across the business. What is being achieved resonates with our existing customers, who already praise us for our friendly, forward-thinking attitude."

“Team members are being recognised locally for their part in the posts and the content is drawing in new customers with some even asking if they will feature in content during their visit to the showroom.”

The team manages the full digital ecosystem, including content for all social platforms and the company website.

Sanj said:

“Our marketing team are fully immersed in the business, with a deep understanding of the stock, people, and customer experience. This intellectual investment means they can create more relevant content, and build a stronger, more recognisable brand identity across all channels.”

After moving away from traditional car sales posts, NK Motors says across all platforms, its social media content has generated about 4.6 million views this year, with thousands of new followers, around 100,000 profile visits and hundreds of enquiries linked directly to social media.

Engagement has increased dramatically, with over 1,000 comments and strong interaction across posts and reels. The content is now consistently reaching new audiences, with leads increasingly generating themselves through organic visibility, and playing a direct role in bringing people into the dealership.

The business has ambitious plans to continue scaling its digital presence over the coming months, with a target of reaching 10 million views this year.

At the heart of the approach are digital marketer Alfie Adamson and brand ambassador Ruby Harwood.

The duo’s viral handover videos have created distinctive voice, while behind-the-scenes clips and playful showroom run-arounds, have brought the show to the showroom.

Alfie, who joined NK Motors shortly after Covid, has a strong understanding of the brand.

He said: “We have shifted our focus toward ‘people content’, storytelling through humour, personality, and sharing the human side of dealership life with behind-the-scenes moments."

"This approach has revolutionised what main dealer social media marketing looks like, with collaboration between marketing and sales helping bring campaigns and ideas to life. It has led to multiple viral moments across platforms.”

One of the standout campaigns was the grand showroom opening of NK Derby, which marked a major milestone for the business and performed strongly across social platforms. Content such as the ‘silence of an EV reversing,’ used car handover videos and more recently, ‘how trustworthy are your salesmen?” are also entertaining viewers.

The star of many of the videos is 24-year-old Ruby Harwood, a professionally trained musical theatre performer who joined NK Motors in March as a brand ambassador. She has combined her performance background with hospitality and social media experience to bring out-of-the-box ideas to the dealership’s channels.

Ruby commented:

“My personal favourite content to film is our ‘run around’ videos, where Alfie and I will think of a relevant question and literally run around to all departments for the answer. We don't take no for an answer, and my girly giggles make the grown men scared. I think that's what people find engaging."

“As expected, the comment section has been a real mix. There have been so many kind and supportive messages recognising the work and effort I've put into learning about an industry that was completely new to me, and I'm incredibly grateful for that. Of course, there have also been some comments that focus on things other than the work itself, but my experience in the showroom couldn't be more different. I've been welcomed, supported, respected, and encouraged to learn by the people around me, which has been invaluable."

“If anything, I hope this inspires more women to step outside their comfort zones and pursue opportunities in industries where they may feel outnumbered or inexperienced.”

Ruby said: “What makes NK different is actually quite simple: young creative minds, creative freedom, a platform and a niche. Not everyone has an all-singing, dancing performer in their showroom, and I think that light, fun, happy energy might just be what the motor trade is missing.”

“The future of NK is bright. That's for sure. My ambitions, as they always have been, are big and I would like to see NK Motors reach 10,000 Instagram followers by early 2027.”

NK Motors says it will continue to grow its online presence with further campaigns, giveaways and event-led content over the coming months, Ruby added:

“Watch this space for all things wacky, weird, and wonderful, with a chic twist, all whilst selling the product and creating a large, permanent audience."

“I feel very proud of myself and the team for delivering the stats that we have so far. The growth is quick, at this point it's not about keeping up, it's about staying ahead. Whilst we have produced strong results, we know that social media is ever-changing, so getting comfortable isn't an option.”

Follow NK Motors on Instagram @nk_motors