Auto Trader (@AutoTrader_UK) wanted to increase awareness and positive sentiment around its brand, and drive new traffic to its website. The World Cup conversation on Twitter presented a golden opportunity to engage new audiences on a massive scale, but @AutoTrader_UK faced challenges. How could it make its brand relevant to a football conversation? And, with so many brands vying for attention, how could it win share of voice?
@AutoTrader_UK created a competition that put its brand at the heart of World Cup action. Every time England scored, fans could win a new car simply by Tweeting with the hashtag #AutoTraderGoals.
@AutoTrader_UK kicked things off with a day of above-the-line marketing activity to raise national awareness. It then transferred the entire #AutoTraderGoals conversation on to Twitter, where it used a variety of creative strategies to engage new audiences.
To ensure it caught attention in fans’ timelines, @AutoTrader_UK launched the competition with a Promoted Video. As soon as England’s first goal went in, @AutoTrader_UK promoted a “like to remind” Tweet. Fans who liked the Tweet would receive a reminder before every match. The brand then shared a Conversational Card, making it even easier for fans to participate in the contest.
Later, to reach further audiences and join another strand of the football conversation, @AutoTrader_UK sponsored video content from Sky Sports News (@SkySportsNews). It also stayed relevant with a steady stream of organic Tweets reacting to the football action, as well as sharing content the day after each match when the latest winners received their new cars.
For its Promoted Tweets, @AutoTrader_UK set a wide target demographic of males and females aged 18 to 55, interested in football, sports, and cars; it narrowed this focus by excluding website visitors.