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We were tasked with creating an effective and high-reaching influencer campaign that would amplify CarGurus brand on social, communicate their key product messages, and crucially drive leads to the website.

We split the campaign into two distinct halves; upper funnel and lower funnel. Our Strategy team then devised three creative briefs to support the different objectives and messages. Using our proprietary technology, Ibex, we identified 17 influencers across TikTok, Instagram and YouTube whose audience and content style best matched our target demographics.

It was important that we didn’t just speak into an echo chamber, so whilst one segment of our influencers were “Automotive Enthusiasts“, we also engaged Lifestyle influencers to reach people outside of this audience, as well as VFX creators which Ibex had identified as a strong “crossover niche”.

Our 17 influencers had a total following of over 32 million. They included the likes of Thandibadger (a family of five posting parenting-based lifestyle content), Drake Moschkau (an automotive expert on TikTok), and HappyKelli, whose colorful TikTok content is all about joy and positivity.

They all posted in a series of content across multiple platforms, creating a burst of activity followed by a steady flow of continued content.

To increase brand awareness, we used influencer-led paid media to drive further reach, constantly measuring performance to optimize to the best performing content. For lower-funnel results, we targeted lookalike audiences from CarGurus first party data and retargeted those who had already engaged.