Autotrader In The Driver's Seat TikTok and Instagram Creator Campaign
Influencer MarketingSEEN Connects paired creator content on TikTok and Instagram with paid social targeting for Autotrader, and the agency reports 19M total impressions for the campaign.
About the campaign
Autotrader worked with SEEN Connects on In The Driver's Seat, an influencer campaign amplified through paid social that reached 19M total impressions. Autotrader is a destination to research, buy and sell cars in the UK. The brand wanted to drive awareness, shift perceptions and encourage app installs among 25-34 year old 2/3rd time car buyers.
The agency partnered with influencers to create functional and emotionally led content on TikTok and Instagram. Each creator was chosen for an authentic connection to the car buying process and an audience of 25-34s. Paid targeting then carried that influencer content further to build brand awareness.
The agency reports 19M total impressions for the campaign. Reach stood at 15M. Engagements came to 500K.
Case in 60 seconds
Autotrader wanted to be the go to destination to research, buy and sell cars in the UK, which meant shifting perceptions and winning app installs among 25-34 year old buyers on their second or third car.
Repeat car buyers in their late twenties and early thirties listen to people who have recently been through the purchase themselves, because a credible peer account of the process carries more weight than a marketplace describing its own tools.
Showing how Autotrader puts the buyer in the driver's seat from the start gave the work its thesis, told through creators whose own car buying gave the message both a practical and an emotional footing.
SEEN Connects cast a diverse roster of influencers for their connection to the car buying process and their 25-34 audiences, who made functional and emotionally led content on TikTok and Instagram that paid social targeting then amplified.
SEEN Connects reports 19M total impressions and a reach of 15M, alongside 500K engagements, and credits the pairing of influencer content with paid targeting for extending brand awareness beyond organic distribution.
Strategy Breakdown
Creative & Execution System
Assets & channels
- TikTok
Partners
- SEEN Connects
Results & Evidence
| Metric | Value |
|---|---|
| Total Impressions | 19M total impressions |
| Reach | 15M reach |
| Engagements | 500K engagements |
Why SEEN Connects' strategy worked
- 1
Casting creators for their own lived connection to a purchase category gives functional product messaging a credibility it lacks from the brand, which matters most where the audience has bought before and knows the process.
- 2
Paid targeting placed behind organic creator content lets a brand choose which stories to scale after they exist, so media spend backs material already shaped for the audience rather than briefed from scratch.
Results
273M
Users reached
$7M
Equivalent media value
