Kelley Blue Book Best Buy Awards 2018
Kelley Blue Book
Engaging Multicultural Audiences
Kelley Blue Book is the one-stop resource for researching cars and their “Best Buy Awards” have a prestigious reputation. However, they wanted to increase the awareness of their services among the African-American market, specifically awareness of the Best Buy Awards as a great way to identify the best car for you or your family. Our agency set out to find a way to raise awareness of the Best Buy Awards among the multicultural audience through authentic, entertaining content and drive traffic to the Best Buy Awards.
To help engage Kelley Blue Book’s desired demographic we enlisted the help of LaGuardia Cross, a successful YouTube star and the creator behind The New Father Chronicles. This partnership was the perfect choice to help reach African-American and multicultural viewers. We relied heavily on LaGuardia Cross’s ability to engage his audience with creative humor and the off-the-cuff hilarity of his two little girls. We knew that his content would be able to cut through the clutter and frame Kelley Blue Book as the best place to research your car buying needs.
Nothing is more impactful in an influencer campaign than audience commentary that they loved the content and found it so entertaining they forgot they were watching a sponsored ad. The video received 208k+ views, 355 shares, 11k likes, and 820 comments. Viewers responded to the content expressing interest in learning more about Kelley Blue Books and also commented on the organic quality of the video promoting the car-buying resource. The partnership between Kelley Blue Book and The New Father Chronicles produced meaningful connections between the brand and a segment of consumers they had yet to successfully engage with.
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