Motors.co.uk provides a platform for people to buy and sell used cars. They pride themselves on finding the right car for the right customer. They wanted to bring their car matchmaking platform to life.

Our insights highlighted that women aged 24-44 were 11% more likely than the market as a whole to buy a vehicle in the next 2 years. But in general they dread the car buying process, are nervous buying a car and don’t trust the system or people in the industry.

We created an informative YouTube content series called How To Car, that helped people, especially women, navigate this process. Starring comedian Ellie Taylor, we were able to break down the car-buying process into easily digestible episodes told through the lens of comedy.

The first episode launched on Motors.co.uk digital channels, giving an owned media audience of over 1.9 million views, making it their most watched piece of online content to date.

We used paid media on social platforms to trail and drive awareness of How to Car, which had a significant impact on the brands demographics, increasing female viewership and interaction with the platform from 9% to 54%.

Credits:
Creative Director and Strategy: Paul Reid
Production: Contented Group