After a productive partnership with Kelley Blue Book, the scope of work was broadened to include managing the Autotrader social account by Cox Automotive. The unique brand personality of Autotrader was brought to the forefront through the creation of nearly 1000 assets. This initiative was strategically structured, with paid campaigns to attract traffic and organic efforts to keep users engaged, showcasing a commitment to maintaining the true essence of the brand’s identity.
Client
Autotrader
Year
09/01/2020
We applied our belief in the power of deep insights to our work with Autotrader, building on our experiences with Kelley Blue Book. For Autotrader, we focused on understanding the distinct motivations and behavioral patterns of used car buyers, distinguishing them from new car purchasers. Our campaigns were crafted to tap into these unique consumer insights, using targeted messaging that spoke directly to the practicalities and aspirations of the Autotrader audience. This precision in communication, combined with strategic alignment with broader automotive trends, allowed us to connect more effectively with potential buyers, enhancing engagement and redefining success in used car marketing.
For Autotrader, our organic content strategy centered on authenticity and real-time engagement. We focused on creating content that not only showcased the vast selection of vehicles but also educated and entertained. From how-to guides on choosing the right used car to engaging stories of real-life car adventures, our content was designed to resonate deeply with car enthusiasts and casual browsers alike. The secret to compelling organic content? Genuine storytelling combined with practical, actionable advice.
For Autotrader, our paid advertising strategy goes beyond mere exposure; it's about creating a connection. We weave authenticity into every ad, ensuring that each message not only reaches but resonates with the right audience. By incorporating user-generated content into our campaigns, we amplify trust and relatability, making every ad feel like a recommendation from a friend. Consistent messaging across paid and organic platforms reinforces this trust, while strategic calls-to-action convert interest into action. This blend of authenticity and strategic placement ensures that our paid efforts lead to genuine engagement and solid results.
