Putting Gen Z in the Driver’s Seat of Car Buying
Putting Gen Z in the Driver’s Seat of Car Buying
CASE STUDY
Objective: Drive awareness of Kelley BlueBook and Autotrader to new audiences, specifically Gen Z car buyers/shoppers.
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
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