We know what your car is really worth
Raising awareness of Auto Trader valuations
Our new valuations campaign launched on 27th September to raise awareness of Auto Trader Valuations and drive traffic to the ‘value your car’ page onsite.
The campaign will run until December 2023 and plays on the emotional value consumers associate with their cars as a creative hook to build empathy and drive engagement. This is supported with a call to action to ‘join the millions who value their car with Auto Trader’ which, by showing our unrivalled scale, builds trust.
We know our own valuations tool is the most reflective of the market and provides consumers with a true value for their car in real-time. We want consumers to know that and to trust that we are giving them a fair and accurate view of the value of their car.
An estimated reach of over 25 million UK adult listeners
The campaign launched with three radio adverts running across Absolute Radio Network, Hits Radio Network and Kiss Network which have a combined estimated reach of over 25 million UK adult listeners, with a focus on the 20-44 age group.
The adverts will be supported by a variety of other channels to amplify our messaging across the period – these include three bespoke images running across Pinterest, Facebook, Instagram and YouTube. The images will have a motion element created by a 'parallax' effect, so as a consumer scrolls through the page, it will feel like they are scrolling through more than one view at once. The radio adverts will also feature on YouTube audio with the new visual.
Host reads on Spotify’s leading podcasts
To really bring the value of our valuations tool to life we are also working with some of Spotify’s leading podcasts to create ‘host reads’. The hosts of some of the UK’s most popular podcasts will talk about the value of their car and use our valuations tool to understand its value and how that might impact their future car decisions.
Series of YouTube and Social Media content
Our own social and YouTube channels will push a series of in-house produced content such as “keep or sell’ which utilises the valuations tool to help consumers decide whether or not now is the right time to sell your car.
Other channels we’ll use to raise awareness of the campaign include:
Homepage takeovers and InSearch placements
Paid digital support with Google and Microsoft display ads, Facebook and Instagram ads and Affiliates activity
Direct marketing emails through our extensive CRM base
Editorial/SEO through refreshing valuations-focused articles
Other ways we’re bringing more buyers to site
This summer we are launching our biggest new car marketing campaign to date, with the aim of making Auto Trader as known for our new car offering as we are for used.