Broadening the audience

/ Work / Edmunds.com

Building brand recognition and engagement among new consumers

Creating Advantage

200m+ media impressions, from expanded outreach

20+ interviews conducted with Edmunds excecutives in non-automotive media

Increase in socila media followers and engagement across all channels - Twitter, Facebook and Instagram

Disproportionate increase in female Twitter followers

Project Leader

Our goal was to generate new conversations with non-automotive media and younger consumers, particularly women.

In order to drive new attention to the site, we worked with Edmunds to develop fresh pitch angles that went beyond seasonal trends. We broke into lifestyle and personal finance media with new content. For example, we homed in on the adulting trend and identified key data from Edmunds’ consumer survey in order to position the site as a car shopper’s helpful purchasing partner.

Our team extended these consumer-friendly messages to Edmunds’ social profiles creating fun, engaging content that gave the brand a new voice and garnered more followers. Our team also leveraged Edmunds’ new office opening as an opportunity for its CEO and Chief People Officer to discuss what it takes to build a corporate culture that meets the needs of today’s employee.