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THE BRIEF

Launch of Pre-Owned Car Awards

Launch of their newly created pre-owned car awards to the market.
This automotive market segment is very competitive. This initiative will uniquely position Gumtree as one of its kind. It will also reinforce it as being the leading online platform for pre-owned vehicles.

3 Month Campaign

3 Month Campaign rolling out from September up until November ’17. 25 influencers in Gauteng originating from the following geographic areas:

• Johannesburg – 15

• Pretoria – 10

TRAINING SESSION

 Gumtree Communications Manager met the influencers for an interactive training session.
Influencers received training on engaging with the community.
Raise awareness around the general public buying coupled with selling quality pre-owned vehicles on Gumtree.
Dispel fears around buying pre-owned vehicles online.
Increase the conversion rate from vehicle searches on Gumtree to actual sales via their dealership network.

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OFFLINE CONVERSATIONS

• Influencers receive the Gumtree Pre-Owned Card Awards branding.
• Adding a message next to the branding will entice thought as well as conversations.
• Armed with in-depth knowledge conversations took place within the influencers’ micro-communities.

ONLINE CONVERSATIONS

• Scheduling themed tasks where influencers create unique as well as authentic content to share online.
• Conversations extended to dark, two way enquiries posts as well as conversations took place around the best products to buy.

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ACTIVATIONS

As part of the campaign, the influencers were incentivised with special prizes at the end of each Social Media Task.
These incentives were based on creativity of the posts and the spontaneous engagement received on these posts.

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