Putting Gen Z in the Driver’s Seat of Car Buying

Objective: Drive awareness of Kelley BlueBook and Autotrader to new audiences, specifically Gen Z car buyers/shoppers.​

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Approach: Partnered with influential voices over to execute creative campaigns via TikTok and Instagram Reels that leveraged relevant cultural moments over the course of a year to connect with the brand’s core values. Activating against moments including Dog Day, Pride, and Holiday Karaoke helped shift brand perception and reach new audiences.

Impact:

• Reached peak social metrics for the brand on Instagram and TikTok
• Powered a social content engine for the Autotrader and Kelley Blue Book’s owned channels which outperformed brand-produced content by 2x