Through a test-and-learn approach, Eicoff helped We Buy Any Car outsmart competitive brands who were spending more than 4x the budget.

The Challenge

Today, the used-car category has big, well-funded players and dealership conglomerates all muscling for market share.

After starting with one location, a gas station in the UK, We Buy Any Car (WBAC) had found success and was seeking greater expansion across the United States. WBAC needed a strategy to outsmart the bigger fish and continue their growth.

Consumer Insight

For most people, the process of selling a car might be compared to, say, a root canal. Whether you’re planning to negotiate at a dealership or thinking of selling on your own, it all feels painful.

WBAC offers consumers a way to make the whole transaction easier, faster... more friendly.

Growth Strategy Preparation

Working with WBAC’s data team, Eicoff developed a target list of local markets. We looked at how many people drove in each TV market, the average price of a used car in that market, and other data points. Media spend was adjusted to maximize ROI by market, station, daypart, TV watching seasonality, car auction schedules, political elections – all factors influencing consumer action. 

Growth Strategy Execution

Together with WBAC, we implemented a “test and learn” approach: scaling up in one market, then moving to another. Focusing on a balance of awareness and action, we engaged consumers through local TV, cable TV and terrestrial radio. All traffic was driven to the website. Data informed media, media informed data. TV has been found to be the most efficient way to see immediate web traffic with the greatest reach. This approach is continuously analyzed and adjusted for an optimized media mix that drives volume efficiently.

We also developed new TV and digital video creative that brought to life the simple, consumer-friendly experience of WBAC.

Takeaway

For brands looking to grow market by market, a “test and learn” approach through a strategic mix of local TV, radio, and continually-optimized data can bring efficient, measurable reach.

To hear more about how we help brands grow, get in touch here.