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Leading the concept team for consumer social media for the Autotrader and Kelley Blue Book brands, I was challenged with creating posts that bolstered brand pillars and RTBs (“reasons to believe”), while also aligning with the brand promises of pain-free car shopping and the ultimate source for automotive expertise, respectively.
I sought to develop mini campaigns that could own these brand pillars while telling unique stories and emerge in a sea of social bombardment. Opportunities also presented themselves to invite engagement and participation from an audience of car enthusiasts while pointing them to brand editorial content.
Marketing the brand products like the Kelley Blue Book Price Advisor also inspired moments of invention and chances to create custom imagery.
2019 metrics prove the concepts to be very successful:
Autotrader:
41.5M impressions
520.4K engagements
60.1K clicks
Kelley Blue Book:
68.4M impressions
820.4K engagements
132.3K clicks