2018 Bronze Best use of social media
14 Dec 2018
Agency: AmazeRealise and Mynt
Client: Auto Trader
Campaign name: #AutoTraderGoals: A disruptive World Cup campaign that captured the hearts and minds of the nation
Campaign overview
Jumping on to the World Cup conversation
The brief
Auto Trader wanted a share of the voice during the World Cup.
The brief was to plan and execute a disruptive social campaign packed with carrelated prizes, and giveaways, to get them trending during one of England’s matches.
Strategy
The campaign rested on innovative use of technology.
Money was spent on a ‘Like to Remind’ partnership with Blue Robot to drive reminders that were sent one hour before kick-off to push people to a competition mechanic with a clear call to action.
A war room was set-up to respond to the engagements the campaign drove around each match.
Planned content included gifs, posts and images for all the on-pitch drama, from near misses to injuries or penalties.
And cross-channel support meant the campaign launched with coverage on Good Morning Britain, Sky Sports and Talk Sport.
As England’s success on the pitch continued to defy expectations, #AutoTraderGoals gained more attention
and news stories appeared in the Mail Online and Unilad.
Creativity
When Auto Trader gave away six new cars during the England-Panama game, the social commentary coalesced around Auto Trader’s Finance Director’s supposed ‘misery’ at the amazing giveaway.
Within hours, the fictional character of Neil, the Finance Director, had become an unlikely hero.
So Auto Trader posted a professionallyshot spoof video featuring Neil praying for Colombia’s success in the next match, with fans turning Neil into their own meme, creating #PrayForNeil.
The creation of a new TOV was crucial, and content was carefully calibrated to reflect what the nation was thinking, with a subtle balance between pub banter and the current Auto Trader brand.
Demonstrating how the #AutoTraderGoals social content had its finger on the pulse of the nation, the posts were often included in post-match media roundups.
Results
The primary objective for #AutoTraderGoals was to raise awareness of Auto Trader’s new car offering.
#AutoTraderGoals dominated social media chatter when England played, trending in the top ten for the UK on
Twitter after every goal.
Auto Trader’s real-time content and playful tone of voice mirrored the mood of the nation.
In total, the #AutoTraderGoals hashtag was used over 270,000 times, with over 160,000 individual engagements (excluding hashtag use).
25,000 new followers were gained during the campaign, an increase of 7%, and 95% of the Twitter following said they wanted #AutoTraderGoals to return for the Euro 2020 finals.
Over 250,000 sessions were driven to the campaign landing page, and 41% of those visitors remained on the Auto Trader site, 22% of whom went on to search for a new car.
Team
AmazeRealise - Matt Brawn, Senior Strategist - Madi Woodstock, Strategist - Sam Jones, Head of PR
Mynt - Bill Warren, Creative Director - Scott Dillon, Senior Creative - Ollie Patterson, Marketing Director
Auto Trader - Lei Sorvisto, Audience and Brand Director - Ben Darby, Head of Marketing - David Gonzalez, Senior Marketing Executive - Chris Wojciechowicz, Head of Delivery and Optimisation - Greg Walker, Marketing Manager